![]() “I work with engineers and general contractors, assess the buildings and determine what equipment they need.” The only female territory sales manager in her company and one of the few in the field, Caston says working for Sky Climber gives her a unique perspective on the building boom in her native South Florida and career opportunities in construction-especially now that Northeastern is offering graduate-level courses in project management at its new Wynwood campus. “I get to go every day to different high-rises all around South Florida,” pricing jobs, identifying potential customers and managing projects, she says. The new campaign is expected to be ready for approval by senior Marine Corps leadership either late this year or early next.MIAMI-Most work days, Northeastern graduate Carrie Caston can be found in a hard hat hundreds of feet off the ground, on the roof of one of the many new high-rise buildings springing up in the Magic City.Ĭaston is a saleswoman for Sky Climber, an Ohio-based manufacturer and designer of suspended scaffolding used in painting buildings, installing glass, doing concrete restoration and other structural work. “The new products are going to frame everything that we do as a fight - a fight that we intend to win,” he said.Ĭaldwell did not say specifically what the new advertising campaign will show, but he said it is based on three concepts: fighting self-doubt to become a Marine, fighting the nation’s battles and fighting for what’s right in our communities. ![]() John Caldwell told Marine Corps Times the new tagline needs to reflect "the elite - almost spiritual - standards the nation has for Marines." Marine Corps Recruiting Command spokesman Lt. Already on tap to come up with a replacement slogan, JWT has been instrumental in developing the Marine Corps "brand" over the past 65 years:Īfter the onset of the all-volunteer force in 1973, JWT played a crucial part in maintaining the tough and elite brand attributes, not promoting the tangible assets that other branches used to recruit (such as paid employment and job training) but the intangible the fact that only the best would earn the title “Marine.” It was enshrined on Madison Avenue's Advertising Walk of Fame in 2007. Walter Thompson (JWT), which created the old slogan, says it has been in use off and on since 1977, when it first appeared in a television commercial. Robert Neller has already approved the updated advertising strategy, which will probably require a new tagline, though that isn't the main focus of the campaign, Marine Corps Times reported.Īd agency J. ![]() Marine Corps may soon replace its iconic recruiting slogan, "The Few, The Proud, The Marines," with one more suited to a fresh advertising push, the Marine Corps Recruiting Command has announced. ![]()
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