UNITED STATES (AP) The military promotions agency that was once a giant of the internet is buying an advertising and marketing agency and is making major moves to boost its presence on social media.
The Air Force Times reported Friday that Air Force Marketing and Communications (AMC) is buying AMC Communications, a firm with a proven track record in promoting military promotions and events.
AMC is based in San Francisco.
The deal comes as the Air Force is trying to make itself more competitive by hiring more full-time employees and diversifying its business away from the traditional print newspaper industry.
The service announced a plan to invest $2.5 billion in the next five years to boost productivity and save money.AMC was a pioneer in social media promotion and has worked with the U.S. military and its allies on such things as the Vietnam Veterans Memorial.
The company is currently working with the Air National Guard to launch its first advertising campaign to celebrate the 10th anniversary of the Vietnam War, the Times said.AMCs president said the company is investing in “new media and technology to make sure we are able to deliver high quality content to the audience that we serve,” the Times reported.AMCS chief executive officer Robert S. Johnson said AMC will create an ad agency to help the Air and Marine Corps promote and promote their products.
The agency will also be part of AMC’s growing marketing and communications team, he said.