USO Names J. Walter Thompson Atlanta Lead Creative Agency

The United Service Organizations (USO), the private, non-profit organisation which keeps military service members connected to home and family, has selected J. Walter Thompson Atlanta to lead creative strategy and execution of its national brand advertising campaign.

The assignment, effective immediately, also includes support in launching new brand positioning in conjunction with the USO’s 75th anniversary. Campaign elements to carry the new brand story will include TV, radio, digital, social, OOH and direct response.

“We are proud to be supporting an iconic, American institution in the USO – one that has been there for our service members and their families through some of the most challenging times in our history,” said Marshall Lauck, Chief Operating Officer, J. Walter Thompson Atlanta.

J. Walter Thompson’s portfolio of military-affiliated clients—including a 67-year partnership with the United States Marine Corps; Hire Heroes USA; the Travis Manion Foundation; and the Bob Woodruff Foundation—and proven track record with PSA conception and production helped earn the opportunity.

“We studied our 75-year history and rediscovered what really lies at the heart of everything we do: We keep service members connected to the people, places and things they’re fighting for,” said Paul G. Allvin, USO Senior Vice President, Brand Advancement. “J. Walter Thompson’s creative concepts and strategic approach were spot on, deeply moving and worthy of the iconic, American brand they will now represent.”