The U.S. Army's recruitment challenge with Kevin Richey, EVP Planning, DDB, Chicago

Kevin Richey
EVP Strategy Lead
Team DDB, Chicago

Connect with Kevin
LinkedIn / DDB Website

This is ultimately a story about segmentation reaching new targets. When only 10% of young people ever even consider the Army, the challenge the brand faces in its quest to appeal to a far wider target is clear. We hear about DDB's first two campaigns... and the new brand campaign currently in development.

Listen and see the creative work below, or listen wherever you get your podcasts.

The first campaign from DDB - “What’s Your Warrior? - is designed to increase awareness of the roughly 150 career paths within the Army, elevating each to heroic status and changing the perception that the Army is only about boots on the ground in war zones.

The most recent campaign “The Calling” covers the origin stories of various recruits and is designed to make connections with those who aspire to a role, but are unsure it’s for someone like them. In other words, step two in the recruitment process - from curiosity to possibility.