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The United Service Organizations (USO) selects Ogilvy for Agency of Record

11 December, 2009

Ogilvy’s First Task will be to Develop a Comprehensive Signature Campaign

Washington, DC. — The Washington, DC office of Ogilvy Public Relations Worldwide (Ogilvy), an integrated global communications firm, announced today that it has been awarded a contract for both Agency of Record for the United Service Organizations (USO) as well as a development of a Signature Campaign.

“The mission of the USO is to lift the spirits of U.S. troops and their families wherever they serve,” Lisa Ross, executive vice president at Ogilvy/Washington. “The USO has engaged Ogilvy to carry its message through all of the USO’s communications as well as to create a comprehensive Signature Campaign that will encourage Americans to show their appreciation and express their gratitude for the men and women who defend us.”

The USO will work with Ogilvy to create a national public Signature Campaign to raise awareness of the service and sacrifice of military personnel and their families and to engage America in supporting them. The concept will involve an umbrella campaign under which more target initiatives could be developed for specific groups, such as families or children of deployed service men and women, wounded warriors and their families, and families of the fallen.

Additionally, as AOR, Ogilvy will focus on raising the USO’s profile as an organization that offers dozens of programs such as “Operation Phone Home,” “Operation USO Care Package” and “United Through Reading” – all of which support the morale, welfare and social needs of service members and their families.

“We are very proud to partner with the USO as Agency of Record and on such an exciting project as its Signature Campaign,” said Robert Mathias, managing director of Ogilvy/Washington. “The work the USO has done on behalf of US servicemen and women and their families is laudable. We look forward to partnering with the USO to amplify the awareness of all of the impact it offers,” he added. 

Ellen Birek

About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (Ogilvy) is a global, multi-disciplinary communications leader operating in more than 70 markets. Named 2009 Large Agency of the Year by PRNews and 2008 Large Agency of the Year by The Holmes Report, Ogilvy PR blends proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. In its 28th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its social marketing, public affairs, healthcare, consumer marketing, 360-degree digital influence, corporate, and technology practices. Through its subsidiary, Feinstein Kean Healthcare, the agency also offers additional experience in the cancer field, as well as specialized expertise in molecular medicine, advanced biomedical research, leading life science and healthcare technologies and treatments. Ogilvy PR also offers government affairs services through its subsidiary Ogilvy Government Relations. Ogilvy PR is a WPP company, one of the world's largest communications services organizations (NASDAQ: WPPGY, For more information, visit our Web site at  

About The USO
The USO (United Service Organizations) lifts the spirits of America’s service members and military families. We provide a touch of home to troops wherever they serve through centers at airports and military bases around the world, top quality entertainment and innovative programs and services tailored to meet troop needs. We also provide critical support to those who need us most, including forward-deployed troops and their families, wounded warriors and their families, and the families of the fallen.

The USO is a private, non-profit organization, not a government agency; we rely on the generosity of our donors. In addition to individual donors, the USO is supported by Worldwide Strategic Partners AT&T Inc., BAE Systems, The Boeing Company, Clear Channel Communications, The Coca-Cola Company, Gallery Furniture, Lockheed Martin, Microsoft Corporation, Northrop Grumman Corporation, S & K Sales Co. and TriWest Healthcare Alliance, as well as other corporate donors, including the United Way and Combined Federal Campaign (CFC-11381). We strive to deliver maximum benefit for troops and their families from every donor dollar. For more information, please visit

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