Agency Profile: THOMPSON (WPP) — A Legacy of Brand Stewardship and Strategic Communication

Overview

THOMPSON, a creative agency within the global marketing powerhouse WPP, represents one of the most enduring client-agency relationships in U.S. advertising history. Formerly known as J. Walter Thompson (JWT) and later Wunderman Thompson, the agency has evolved over decades into a fully integrated marketing communications partner capable of delivering insight-driven, cross-platform campaigns at global scale.

In November 2024, WPP announced that THOMPSON had retained its contract with the United States Marine Corps Recruiting Command (MCRC) — a partnership that has now spanned more than 77 years. Under the new agreement, THOMPSON will continue to lead the Marine Corps’ national advertising and recruitment marketing programs under a 10-year, $1.9 billion contract. This relationship exemplifies the agency’s ability to balance creative excellence, data analytics, and mission-driven storytelling.

Agency Identity and Global Reach

Parent company: WPPHeadquarters: New York, NYLeadership: Jon Cook – CEO, THOMPSON (formerly CEO of VML & Wunderman Thompson)Core capabilities:

• Brand Strategy & Positioning

• Creative Development

• Digital Experience & Technology

• Data-Driven Marketing & CRM

• Media Strategy & Performance Analytics

• Customer Engagement & Commerce

• Integrated Campaign Execution

As a creative transformation company, THOMPSON operates within WPP’s broader ecosystem of agencies, collaborating closely with VML and GroupM to deliver cohesive full-funnel marketing solutions. The agency’s structure emphasizes integration of creativity, data, and technology, allowing clients to move seamlessly from brand narrative to measurable performance outcomes.

The United States Marine Corps Partnership

The Marine Corps has partnered with THOMPSON since 1947, making it one of the longest-running government advertising accounts in U.S. history. Over the decades, THOMPSON has produced some of the most iconic recruitment campaigns ever developed, including “The Few. The Proud. The Marines.”, a slogan that has become synonymous with Marine identity and pride.

Key details of the 2024 contract renewal:

• Value: $1.9 billion (covering fees, media, production, and research)

• Duration: 10 years (two 5-year periods)

• Client: United States Marine Corps Recruiting Command (Quantico, VA)

• Scope: Comprehensive national advertising, media planning, production, and recruitment support

This contract reinforces THOMPSON’s role not just as an advertising agency, but as a strategic partner in shaping how the Marine Corps connects with the next generation of Marines. Campaigns emphasize authenticity, service, and shared values — bridging legacy branding with emerging digital behavior patterns.

Strategic Approach

THOMPSON’s approach to military and public-sector communications reflects a deep understanding of purpose-driven marketing. The agency combines behavioral data, cultural insight, and powerful creative execution to influence awareness and action across multiple touchpoints.

Key pillars include:

• Data-Led Strategy: Advanced analytics and social-listening tools drive audience segmentation and media optimization.

• Integrated Storytelling: Campaigns connect emotional identity (“The Few. The Proud.”) with rational motivators like career stability and opportunity.

• Digital & Experiential Activation: From immersive online platforms to recruiter-support materials, THOMPSON ensures message consistency across channels.

• Brand Guardianship: As stewards of one of America’s most respected brands, the agency safeguards tone, imagery, and values that reflect honor, courage, and commitment.

Creative Legacy

THOMPSON’s creative philosophy has long centered on “ideas that move people.” Its award-winning Marine Corps campaigns have included cinematic television spots, digital storytelling experiences, and social initiatives that spotlight diversity, leadership, and resilience. The agency’s work continues to balance tradition and transformation — maintaining the gravity of military service while embracing the new media landscapes that shape Gen Z and Millennial audiences.

Notable campaigns under THOMPSON’s leadership have achieved industry recognition from Cannes Lions, Effie Awards, and The One Show, demonstrating creative impact measured by both storytelling power and recruitment outcomes.

Relevance to Integrated Marketing Communications

For marketing professionals and communicators, THOMPSON serves as a model of IMC excellence:

• Long-Term Brand Equity: Decades of consistent positioning have built enduring recognition and emotional resonance.

• Cross-Functional Collaboration: The agency integrates creative, analytics, media, and PR functions under one strategic umbrella.

• Data-Driven Adaptation: Advanced metrics and testing inform creative evolution without compromising authenticity.

• Stakeholder Engagement: Its government-sector experience underscores accountability, compliance, and measurable results.

In many ways, THOMPSON demonstrates how strategic communication and marketing research merge to sustain one of the world’s most powerful institutional brands.

Key Takeaway

THOMPSON’s enduring partnership with the Marine Corps exemplifies what happens when a brand and an agency share a clear mission, mutual trust, and a unified voice. For communicators in both public and private sectors, the agency’s legacy offers valuable lessons in brand stewardship, integrated marketing, and purpose-driven storytelling that resonates across generations.

References:

MediaPost. (2024, November 12). WPP’s THOMPSON retains U.S. Marine Corps recruiting account under 10-year, $1.9B contract. MediaPost News. https://www.mediapost.com/publications/article/400874/wpps-thompson-retains-us-marine-corps-recruitme.html

WPP. (2024, November 11). WPP’s THOMPSON retains United States Marine Corps. WPP Newsroom. https://www.wpp.com/en-us/news/2024/11/wpps-thompson-retains-united-states-marine-corps