The Cirlot Agency was the agency of record for the team of contractors vying for the U.S. Navy’s DDG 1000 contract. With the aid of well-timed and well-executed communications support during the selection process, the Northrop Grumman-led team was awarded the $2.9 billion contract. [Read More]
Please click thumbnail to view larger.
The Cirlot Agency’s involvement with the program began in 1998 when the DD(X) Gold Team, composed of Northrop Grumman Shipbuilding, Raytheon, and Boeing, began competing for a $2.9-billion contract to design the next generation of U.S. Navy warships. This project began during the Clinton administration as DD 21, a single-ship design, and expanded into DD(X), a complete family of ships, when George W. Bush became president. The significance of DD(X) is that it was to be the first major new defense contract awarded since 1972, not to mention one of the largest defense contracts ever awarded – projected to eventually be a $60-billion project over a 30-year lifespan.
The Cirlot Agency was called upon for what was first thought to be “a few ads.” Early in the game, it was determined that the Gold Team needed more – it needed to be “branded” as a team, not just a coalition of three distinct corporations.
The Cirlot Agency invited the Gold Team’s executives from Washington, D.C., Chicago, Los Angeles, and Pascagoula, MS, to Jackson, MS, for a strategic branding session to define the Gold Team and determine how to put one face and one voice on three corporations.
Following the branding session, The Cirlot Agency developed and executed strategic branding and communications tactics. Included were quarterly press briefings hosted at the National Press Club in Washington, D.C., where national defense media and business writers were briefed on the Gold Team’s progress. Because of this aggressive approach, the Gold Team’s spokespeople became the go-to spokespeople of the DD(X) program.
The Agency provided trade show support, including informational materials and media relations, for various major defense trade shows, including the unveiling of the ship prototype at one of the largest defense trade shows in Washington, D.C. This received an unprecedented amount of coverage from over 30 national business and defense writers and two Washington television stations. In addition, the Agency designed and placed ads in major defense and legislative publications that addressed the major issues regarding DD(X), as well as informed audiences of the credibility and capability of the Gold Team.
In 2002, the Gold Team was awarded the $2.9 billion contract for DD(X) program – now known as DDG 1000.