President John F. Kennedy (1961–1963) appointed Bruce as ambassador to the Court of St James's (i.e. the United Kingdom). After Kennedy's death President Lyndon B. Johnson (1963–1969) kept Bruce but ignored all his recommendations. Bruce sought closer ties with Britain and greater European unity. Bruce's reports regarding Britain's financial condition were pessimistic and alarmist. With regard to Vietnam, Bruce privately questioned U.S. involvement and constantly urged the Johnson administration to allow Britain more of a role in bringing the conflict to an end.