Those working on the frontline – often for agencies working on council contracts – do jobs such as preparing food, making beds, prompting people to take their medication and tidying up.
Mr. Marks brought the sponsorship proposal to Universal McCann, one of seven agencies working on the Army account that belong to the McCann Worldgroup unit of the Interpublic Group of Companies.
The intent is "to show the Army in a way you haven't thought about it," said Craig Markus, executive creative director at McCann Erickson Worldwide in New York, one of the McCann Worldgroup agencies working on the campaign.
"We are aware of the situation and have multiple agencies working on it," Ms. Leighow said.
"The bad news is that there are many federal agencies working on all of these issues".
Other agencies working on the campaign include AKQA, part of WPP; ePrize; and TPN, part of the Omnicom Group.
In addition to DraftFCB and GlobalHue, there are more than a dozen other agencies working on the campaign.
(Four other agencies working on the assignment are independent, among them Gravity Media and Carol H. Williams Advertising).
The agencies working on the contest are Cone in Boston and Valassis One to One Solutions in Lincoln, Mass.
The agencies working on the campaign, in addition to McCann Erickson, include three shops that, like McCann Erickson, belong to the Interpublic Group of Companies.
The other agencies working on the campaign are Caruso Productions, which is producing the commercials and video, and Crossmedia, handling the media planning and buying.
