Carol H. Williams joins McCann as winner of $1.3 billion Army account

(December 8, 2005) The U.S. Army  has awarded a three-year advertising contract to McCann Erickson valued at $1.3 billion. The Oakland-based Carol H. Williams ad agency will be responsible for handling the client’s African-American targeted efforts.

According to press information issued by the Army, the contract calls for “the planning and implementation of advertising, promotional and publicity programs to support all recruiting and retention programs for the active-duty Army and the U.S. Army Reserve. This includes a full range of services from developing a tactical advertising strategy to producing advertising using numerous communications methods – including television, radio, print and Internet site, direct marketing, promotions, and events.”

One of the most pressing challenges that the Army must address is the recruitment of African-Americans, dropped significantly since the beginning of the Iraq war. Blacks have comprised a quarter of the Army’s soldiers, though African-Americans are 13 percent of the total population.

''We saw the most precipitous drop immediately after Sept. 11,'' Maj. Gen. Michael Rochelle, commander of Army recruiting, said at the Pentagon this year. Since 2000, African-American enrollment in the army has declined by close to 40 percent.


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Latest 'Buying Power' report shows black consumers spending more on home life

As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.

According to the newest edition of “The Buying Power of Black America” report, African-American households are tightening their belts when it comes to dining out, expanding their wardrobes, and leisure activities out of the home. At the same time, they are increasing their spending on home repairs and remodeling, audio and...
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