The U.S. Department of Defense confirmed last week that longtime agency incumbent MullenLowe U.S. has retained a recruitment contract valued at $454.6 million over a new five-year period that begins next year. A one-year extension may be added to the contract.  

The value of the agreement has more than doubled since the last contract, which was capped at $212 million.  

MullenLowe, part of Interpublic competed against six other unidentified contenders, per the DOD notice.  

The notice indicated that the agency will provide advertising, market research and related services. Also, “This contract provides for brand planning, identifying target markets, design and development of creative content,” and developing multimedia ad campaigns. Work on websites is also part of the remit. 

The agency’s Boston office will lead the effort.  

MullenLowe first won the contract more than 20 years ago. It supports the DOD’s Joint Advertising, Market Research & Studies program, which targets recruitment for all branches of the military. MullenLowe’s work has garnered two Effie Awards, including a Gold for Sustained Success.  

Individual branches including the Army, Navy and Marines also have separate recruitment contracts with different agencies.