Case | HBS Case Collection | May 2004 (Revised April 2005)

United States Army

by Rajiv Lal and Laura Coleman


After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase lagging recruitment.

Keywords: Advertising Campaigns; Decisions; Globalization; Recruitment; Management Teams; Marketing Strategy; United States;


Lal, Rajiv, and Laura Coleman. "United States Army." Harvard Business School Case 504-038, May 2004. (Revised April 2005.)