{"id":19067,"date":"2016-04-29T16:06:38","date_gmt":"2016-04-29T16:06:38","guid":{"rendered":"https:\/\/one.sightlinemg.com\/navytimes\/uncategorized\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/"},"modified":"2026-08-08T18:59:47","modified_gmt":"2026-08-08T18:59:47","slug":"the-hunt-for-the-next-u-s-navy-slogan-is-on","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/","title":{"rendered":"The hunt for the next U.S. Navy slogan is on"},"content":{"rendered":"\n

Editor’s note: This\u00a0article was originally published at 12:06 p.m. EDT on April 29 and has been updated.<\/em><\/p>\n\n\n\n

On May 20, the Navy’s hunt for its next recruiting slogan will start in earnest.<\/p>\n\n\n\n

That’s when the new advertising contract, initially\u00a0worth $84.4 million, takes effect under a new ad firm brought in to change direction after the service’s unpopular “A global force for good” campaign. That effort was stalled by a year due to three appeals by the ad agency that had held the lucrative contract for 15 years.\u00a0Almost exactly a year after it was officially awarded \u2014 and three appeals to have the award overturned, the Navy\u2019s new recruiting marketing and advertising contract will go into effect on May 20.\u00a0New York-based firm Young & Rubicam Inc. won the Navy Recruiting Command contract, is initially being awarded as a $84.4 million \u00a0\u2014 one-year fixed-price.\u00a0<\/span><\/p>\n\n\n\n

The Navy dumped “A global force for good”\u00a0\u2014 a slogan disliked by large swathes of the public and the Navy\u00a0\u2014 in 2014 in favor of the branding “America’s Navy,”\u00a0and developing a new slogan has been in limbo due to the contract dispute. During that time, Navy Times launched an unofficial slogan contest where readers submitted slogans and then voted on them.<\/p>\n\n\n\n\n\n

New York-based ad agency Young & Rubicam won the Navy Recruiting Command contract, which includes\u00a0Also includes the Navy to award <\/span>four, one-year, optional<\/span> extensions that could boost\u00a0could still <\/span>the total value of the award <\/span>to $457.4 million by the contract’s <\/span>2021 expiration date<\/span>.<\/p>\n\n\n\n

“We are happy to welcome the Y&R team to the region and to formally begin the Navy partnership,” said Rear Adm. Jeffrey W. <\/span>Hughes, head of Navy Recruiting Command.\u00a0“We are excited about the new direction we will take and to have some of the best people and resources to help us recruit the very finest men and women from across the country into the U.S. Navy.”<\/p>\n\n\n\n

Sources say that <\/span>The turnover between the two contractors began this month and and<\/span>Young & Rubicam will officially assume the watch on May 20th<\/span>.<\/p>\n\n\n\n

But getting the nod to head in this new direction took the Navy and eventually the Department of Justice, who handled the court appeals for the service longer than expected.<\/p>\n\n\n\n

That\u2019s because <\/span>The Navy\u2019s incumbent agency, Lowe Campbell Ewald, held the contract for an extra year and earned another $84 million. LCE’s initial\u00a0campaign was, “Navy: Accelerate Your Life,” which served as the service’s\u00a0recruiting slogan from 2001 to 2009. That was replaced by “America’s Navy \u2014 A global force for good,” a slogan that was never popular with those serving in the Navy.<\/p>\n\n\n\n

, which had held the contract for over 15 years, managed \u00a0to hold on to it’s work \u2014 and the money it brought in for one extra year. As it appealed two separate decisions by the Navy and a Federal Judge upholding the contract.<\/p>\n\n\n\n

The contract originally came up for bid with a deadline for submissions in May, 2014, but it took nearly a year for the contract to be vetted and awarded by the Navy’s Feet Logistics Center contracting office in Norfolk.<\/p>\n\n\n\n

During that time Campbell Ewald was paid $84 million on what was called a month to month “bridge contract” that could be terminated once the contract was awarded.<\/p>\n\n\n\n

During that time, Lowe Campbell Ewald netted another\u00a0That arrangement continued during the dispute, officials confirmed, netting them nearly another $84 million total as they disputed the awarding of the contract to Young & Rubicam<\/span>. On April 15, multiple <\/span>sources familiar with the court <\/span>case say LCE dropped their appeal as it appeared to head into\u00a0tell Navy Times that LCE suddenly dropped their case just as it appeared the case, would head into <\/span>final arbitration, with the federal court of claims judge appearing to side with upholding the government’s case.<\/p>\n\n\n\n

According to those Navy sources, a Federal Court of Claims judge was slated to hear oral arguments May 17 from both sides and could have issues a ruling on the spot. Those monitoring the case in the Navy said that it appeared the judge would have upheld the government’s two previous decisions and given the contract to Young & Rubicam.<\/p>\n\n\n\n

Phone calls to LCE’s spokespeople seeking their reasons for dropping the appeal were not returned by Friday.\u00a0Campbell Ewald’s media relations department asking for their reasons for dropping the case were unanswered as of April 29.<\/p>\n\n\n\n

When <\/span>Asked why LCE dropped the appeal, Navy Times received an anonymous statement and a phone call <\/span>“attributable to a\u00a0spokeswoman for the agency.” No reason was given for the anonymous reply.\u00a0\u00a0<\/p>\n\n\n\n

“We decided to withdraw our challenge,” the statement said.\u00a0“It was initially our understanding that a decision at the U.S. Court of Federal Claims would be reached promptly. Due to continued delays outside of our control, that has not proven to be the case.<\/p>\n\n\n\n

“Therefore, we are asking for a voluntary dismissal so all parties can move forward. We are incredibly proud of all the work we’ve done for the U.S. Navy brand, and most importantly, for consistently meeting Navy’s quantifiable recruiting goals.”<\/p>\n\n\n\n\n\n

The active-duty Navy hasn\u2019t failed to make its annual recruiting goals since 1998. Navy Reserve Recruiting, however, missed its annual goals in 2005 and 2006 and during 2007 had a run of five consecutive months failing to meet recruiting goals.\u00a0Recruiting and retention are strong Christensen said <\/span>but officials are wary of what’s is <\/span>around the economic corner.\u00a0<\/p>\n\n\n\n

But the Navy’s recruiting command and the chief of naval personnel are both anxious for the new contract to take effect.<\/p>\n\n\n\n

“We look forward to partnering with Young & Rubicam, and combining our resources, talent and passion to attract, inspire and hire America’s most talented youth into the United States Navy,” said Lt. Cmdr. Nate Christensen spokesman for the chief of naval personnel.<\/p>\n\n\n\n

Historically <\/span>As the economy improves, officials say, both <\/span>recruiting and retention efforts see <\/span>drops<\/span> and the Navy is trying to stay ahead of that curve. \u00a0<\/p>\n\n\n\n

“While the Navy is in a very good position today with recruiting, retention and fit\/fill, we are at a strategic cross-road where we need think about how we will recruit and retain the force of tomorrow,” Christensen said.<\/p>\n\n\n\n

The appeals, the service said, did not hinder day-to-day recruiting advertising work.<\/p>\n\n\n\n

While the appeals dragged on, the service was stalled from developing new, long-term advertising messages. That will be the focus now as officials look to searching for new slogans and branding.\u00a0What was impacted was the ability for the Navy\u2019s personnel officials from to develop new, long-term strategies as the service tries to boost its appeal to potential recruits who will have many more other options during a recovering economy.<\/span><\/p>\n\n\n\n

The Navy dumped its unpopular tagline, “A Global force for good,” in advertisements in late 2014 in favor of the more general branding, “America’s Navy.”<\/p>\n\n\n\n

Heading into calendar year, officials said they were looking to develop a few recruiting slogans for different audiences and were planning to begin the search for new branding campaigns a year ago.<\/p>\n\n\n\n

There are no shortage of suggestions among the Navy community. In 2015, Navy Times solicited reader ideas on taglines to go with “America’s Navy.” Navy spouse Stephanie Seevers\u00a0was one of the people who submitted the most popular new slogan<\/a>:\u00a0Navy Times held it\u2019s own contest \u00a0to tease from sailors their ideas. As readers offered up their best slogan ideas one theme seemed to be the most popular \u00a0\u2014 <\/span>“America’s Navy: We’ve got the watch”\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

The new ad agency will search for new slogans and messages to replace the unpopular tagline, “A global force for good.”<\/p>\n","protected":false},"author":7,"featured_media":41140,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_acf":"","_yoast_wpseo_primary_category":65,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_smg_distribution_targets":[]},"categories":[12,65],"tags":[],"coauthors":[3087],"class_list":["post-19067","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-your-navy"],"acf":{"subheadline":"","legacy_arc_id":"TBXYJYONJRBMBFKHWVOGOEWVSA","arc_canonical_url":"\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/","remove_feature_photo":false,"is_sponsored":false,"subtype":"","redirect_url":"","disable_inline_ads":false,"native_logo_pretext":"Presented By:"},"yoast_head":"\nThe hunt for the next U.S. Navy slogan is on - Navy Times<\/title>\n<meta name=\"description\" content=\"The new ad agency will search for new slogans and messages to replace the unpopular tagline, "A global force for good."\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The hunt for the next U.S. Navy slogan is on\" \/>\n<meta property=\"og:description\" content=\"The new ad agency will search for new slogans and messages to replace the unpopular tagline, "A global force for good."\" \/>\n<meta property=\"og:url\" content=\"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/\" \/>\n<meta property=\"og:site_name\" content=\"Navy Times\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-29T16:06:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-08T18:59:47+00:00\" \/>\n<meta name=\"author\" content=\"Mark D. Faram\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mark D. Faram\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\n\t \"@context\": \"https:\\\/\\\/schema.org\",\n\t \"@graph\": [\n\t {\n\t \"@type\": \"Article\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/#article\",\n\t \"isPartOf\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/\"\n\t },\n\t \"author\": {\n\t \"name\": \"migration\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#\\\/schema\\\/person\\\/cc76c831bb37a926738c8391fca7a3b1\"\n\t },\n\t \"headline\": \"The hunt for the next U.S. Navy slogan is on\",\n\t \"datePublished\": \"2016-04-29T16:06:38+00:00\",\n\t \"dateModified\": \"2026-08-08T18:59:47+00:00\",\n\t \"mainEntityOfPage\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/\"\n\t },\n\t \"wordCount\": 1263,\n\t \"commentCount\": 0,\n\t \"publisher\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#organization\"\n\t },\n\t \"image\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/#primaryimage\"\n\t },\n\t \"thumbnailUrl\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/635975275430915923-101209nt-newsloganjpg.jpg\",\n\t \"articleSection\": [\n\t \"News\",\n\t \"Your Navy\"\n\t ],\n\t \"inLanguage\": \"en-US\",\n\t \"potentialAction\": [\n\t {\n\t \"@type\": \"CommentAction\",\n\t \"name\": \"Comment\",\n\t \"target\": [\n\t \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/#respond\"\n\t ]\n\t }\n\t ]\n\t },\n\t {\n\t \"@type\": \"WebPage\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/\",\n\t \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/\",\n\t \"name\": \"The hunt for the next U.S. Navy slogan is on - Navy Times\",\n\t \"isPartOf\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#website\"\n\t },\n\t \"primaryImageOfPage\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/#primaryimage\"\n\t },\n\t \"image\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/#primaryimage\"\n\t },\n\t \"thumbnailUrl\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/635975275430915923-101209nt-newsloganjpg.jpg\",\n\t \"datePublished\": \"2016-04-29T16:06:38+00:00\",\n\t \"dateModified\": \"2026-08-08T18:59:47+00:00\",\n\t \"description\": \"The new ad agency will search for new slogans and messages to replace the unpopular tagline, \\\"A global force for good.\\\"\",\n\t \"breadcrumb\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/#breadcrumb\"\n\t },\n\t \"inLanguage\": \"en-US\",\n\t \"potentialAction\": [\n\t {\n\t \"@type\": \"ReadAction\",\n\t \"target\": [\n\t \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/\"\n\t ]\n\t }\n\t ]\n\t },\n\t {\n\t \"@type\": \"ImageObject\",\n\t \"inLanguage\": \"en-US\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/#primaryimage\",\n\t \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/635975275430915923-101209nt-newsloganjpg.jpg\",\n\t \"contentUrl\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/635975275430915923-101209nt-newsloganjpg.jpg\"\n\t },\n\t {\n\t \"@type\": \"BreadcrumbList\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/2016\\\/04\\\/29\\\/the-hunt-for-the-next-u-s-navy-slogan-is-on\\\/#breadcrumb\",\n\t \"itemListElement\": [\n\t {\n\t \"@type\": \"ListItem\",\n\t \"position\": 1,\n\t \"name\": \"Home\",\n\t \"item\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/\",\n\t \"ad_zone\": \"home\"\n\t },\n\t {\n\t \"@type\": \"ListItem\",\n\t \"position\": 2,\n\t \"name\": \"News\",\n\t \"item\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/\",\n\t \"ad_zone\": \"news\"\n\t },\n\t {\n\t \"@type\": \"ListItem\",\n\t \"position\": 3,\n\t \"name\": \"Your Navy\",\n\t \"item\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/news\\\/your-navy\\\/\",\n\t \"ad_zone\": \"your-navy\"\n\t },\n\t {\n\t \"@type\": \"ListItem\",\n\t \"position\": 4,\n\t \"name\": \"The hunt for the next U.S. Navy slogan is on\"\n\t }\n\t ]\n\t },\n\t {\n\t \"@type\": \"WebSite\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#website\",\n\t \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/\",\n\t \"name\": \"Navy Times\",\n\t \"description\": \"Independent News For Sailors | Navy Times\",\n\t \"publisher\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#organization\"\n\t },\n\t \"potentialAction\": [\n\t {\n\t \"@type\": \"SearchAction\",\n\t \"target\": {\n\t \"@type\": \"EntryPoint\",\n\t \"urlTemplate\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/?s={search_term_string}\"\n\t },\n\t \"query-input\": {\n\t \"@type\": \"PropertyValueSpecification\",\n\t \"valueRequired\": true,\n\t \"valueName\": \"search_term_string\"\n\t }\n\t }\n\t ],\n\t \"inLanguage\": \"en-US\"\n\t },\n\t {\n\t \"@type\": \"Organization\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#organization\",\n\t \"name\": \"Navy Times\",\n\t \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/\",\n\t \"logo\": {\n\t \"@type\": \"ImageObject\",\n\t \"inLanguage\": \"en-US\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#\\\/schema\\\/logo\\\/image\\\/\",\n\t \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/navy-logo-white.png\",\n\t \"contentUrl\": \"https:\\\/\\\/one.sightlinemg.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/navy-logo-white.png\",\n\t \"caption\": \"Navy Times\"\n\t },\n\t \"image\": {\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#\\\/schema\\\/logo\\\/image\\\/\"\n\t }\n\t },\n\t {\n\t \"@type\": \"Person\",\n\t \"@id\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/#\\\/schema\\\/person\\\/cc76c831bb37a926738c8391fca7a3b1\",\n\t \"name\": \"migration\",\n\t \"image\": {\n\t \"@type\": \"ImageObject\",\n\t \"inLanguage\": \"en-US\",\n\t \"@id\": \"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=gcf4cb6ee0ec29e49e7a963234e4340ec\",\n\t \"url\": \"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=g\",\n\t \"contentUrl\": \"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=g\",\n\t \"caption\": \"migration\"\n\t },\n\t \"url\": \"https:\\\/\\\/one.sightlinemg.com\\\/navytimes\\\/author\\\/migration\\\/\"\n\t }\n\t ]\n\t}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The hunt for the next U.S. Navy slogan is on - Navy Times","description":"The new ad agency will search for new slogans and messages to replace the unpopular tagline, \"A global force for good.\"","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"The hunt for the next U.S. Navy slogan is on","og_description":"The new ad agency will search for new slogans and messages to replace the unpopular tagline, \"A global force for good.\"","og_url":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/","og_site_name":"Navy Times","article_published_time":"2016-04-29T16:06:38+00:00","article_modified_time":"2026-08-08T18:59:47+00:00","author":"Mark D. Faram","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Mark D. Faram","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/#article","isPartOf":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/"},"author":{"name":"migration","@id":"https:\/\/one.sightlinemg.com\/navytimes\/#\/schema\/person\/cc76c831bb37a926738c8391fca7a3b1"},"headline":"The hunt for the next U.S. Navy slogan is on","datePublished":"2016-04-29T16:06:38+00:00","dateModified":"2026-08-08T18:59:47+00:00","mainEntityOfPage":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/"},"wordCount":1263,"commentCount":0,"publisher":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/#organization"},"image":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/#primaryimage"},"thumbnailUrl":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635975275430915923-101209nt-newsloganjpg.jpg","articleSection":["News","Your Navy"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/","url":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/","name":"The hunt for the next U.S. Navy slogan is on - Navy Times","isPartOf":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/#website"},"primaryImageOfPage":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/#primaryimage"},"image":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/#primaryimage"},"thumbnailUrl":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635975275430915923-101209nt-newsloganjpg.jpg","datePublished":"2016-04-29T16:06:38+00:00","dateModified":"2026-08-08T18:59:47+00:00","description":"The new ad agency will search for new slogans and messages to replace the unpopular tagline, \"A global force for good.\"","breadcrumb":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/#primaryimage","url":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635975275430915923-101209nt-newsloganjpg.jpg","contentUrl":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635975275430915923-101209nt-newsloganjpg.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/2016\/04\/29\/the-hunt-for-the-next-u-s-navy-slogan-is-on\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/one.sightlinemg.com\/navytimes\/","ad_zone":"home"},{"@type":"ListItem","position":2,"name":"News","item":"https:\/\/one.sightlinemg.com\/navytimes\/news\/","ad_zone":"news"},{"@type":"ListItem","position":3,"name":"Your Navy","item":"https:\/\/one.sightlinemg.com\/navytimes\/news\/your-navy\/","ad_zone":"your-navy"},{"@type":"ListItem","position":4,"name":"The hunt for the next U.S. Navy slogan is on"}]},{"@type":"WebSite","@id":"https:\/\/one.sightlinemg.com\/navytimes\/#website","url":"https:\/\/one.sightlinemg.com\/navytimes\/","name":"Navy Times","description":"Independent News For Sailors | Navy Times","publisher":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/one.sightlinemg.com\/navytimes\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/one.sightlinemg.com\/navytimes\/#organization","name":"Navy Times","url":"https:\/\/one.sightlinemg.com\/navytimes\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/one.sightlinemg.com\/navytimes\/#\/schema\/logo\/image\/","url":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/06\/navy-logo-white.png","contentUrl":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/06\/navy-logo-white.png","caption":"Navy Times"},"image":{"@id":"https:\/\/one.sightlinemg.com\/navytimes\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/one.sightlinemg.com\/navytimes\/#\/schema\/person\/cc76c831bb37a926738c8391fca7a3b1","name":"migration","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=gcf4cb6ee0ec29e49e7a963234e4340ec","url":"https:\/\/secure.gravatar.com\/avatar\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9e8d47be443ce94ce7fc357677b5f9c70235bb1f59e7267a102a74af58c04f59?s=96&d=mm&r=g","caption":"migration"},"url":"https:\/\/one.sightlinemg.com\/navytimes\/author\/migration\/"}]}},"jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Navy Times","distributor_original_site_url":"https:\/\/one.sightlinemg.com\/navytimes","push-errors":false,"jetpack_featured_media_url":"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635975275430915923-101209nt-newsloganjpg.jpg","_links":{"self":[{"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/posts\/19067","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/comments?post=19067"}],"version-history":[{"count":1,"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/posts\/19067\/revisions"}],"predecessor-version":[{"id":19074,"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/posts\/19067\/revisions\/19074"}],"wp:attachment":[{"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/media?parent=19067"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/categories?post=19067"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/tags?post=19067"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/one.sightlinemg.com\/navytimes\/wp-json\/wp\/v2\/coauthors?post=19067"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}