Publications
Publications
  • May 2004 (Revised April 2005)
  • Case
  • HBS Case Collection

United States Army

By: Rajiv Lal and Laura Coleman
  • Format:Print
  • | Pages:24
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Abstract

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

Citation

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

About The Author

Rajiv Lal

Marketing
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