Federal Capture Intelligence

Top DoD advertising agencies contractors (NAICS 541810)

Contract actions: October 1, 2021 – September 10, 2026 Updated September 11, 2026 Department of Defense agency guide NAICS 541810 · Advertising Agencies
Latest 12 months
$660.4M
Net obligations · Down $179.8M vs. $840.2M preceding
Prime contractors
33
With positive obligations in the latest 12 months

Research the DoD federal contracting market for advertising agencies under NAICS 541810. Compare top federal contractors and market share, reported contract obligations and spending trends, funding-office attribution, recent award activity, contract types, competition, and procurement methods, and potential recompete research leads.

Contract obligation trends for Advertising Agencies at the Department of Defense

Federal records show $4.3B in net obligations across 647 awards in Advertising Agencies at the Department of Defense from Oct 1, 2021 through Sep 10, 2026. This market accounts for 0.19% of $2.3T in agency-wide net prime contract obligations over the period shown. Latest 12-month net obligations decreased 21.4% from $840.2M to $660.4M. 3 prime contractors accounted for at least 80% of positive obligations in that latest period.

Fiscal-year activity

FY26 is year-to-date through Sep 10, 2026; earlier years show complete fiscal-year totals.

FY26 year-to-date: $606.4M versus $742.4M through the same date in FY25 (−18.3%).
Net obligations · complete fiscal yearNet obligations · FY26 YTDContract actions
View fiscal-year data table
Fiscal yearNet obligationsContract actionsCoverage
FY2022$810.5M323Complete
FY2023$1.2B428Complete
FY2024$939.7M428Complete
FY2025$796.4M427Complete
FY2026$606.4M149YTD through Sep 10, 2026

Market at a glance

All reported prime contract awards
All-period net obligations
$4.3B
647 awards · 140 prime contractors
Latest 12-month movement
−21.4%
$660.4M vs. $840.2M
Leading eight prime share
99.5%
Share held by the eight leading prime contractors in the latest 12 months
View agency share, denominators, and set-aside reporting
Agency context
0.19% of $2.3T in agency-wide net obligations.
Set-aside share when reported
37.8% of 230 awards with reported set-aside status.
Set-aside reporting
87 set aside · 143 no set-aside · 417 not reported

What changed in the last 12 months?

Sep 11, 2025–Sep 10, 2026, compared with Sep 11, 2024–Sep 10, 2025.

Competitive shifts

DDB CHICAGO INC. had the largest decline in reported obligations
$396.0M→$309.2M−$86.8M
The contractor now ranks #1 by positive obligations and accounts for 46.8% of positive obligations, based on 54 reported actions.
YOUNG & RUBICAM LLC lost the most market share
14.8%→9.6%−5.2 percentage points
The contractor now ranks #4 by positive obligations, based on 42 reported actions.
WUNDERMAN THOMPSON LLC gained the most market share
16.8%→19.1%+2.3 percentage points
The contractor now ranks #2 by positive obligations, based on 4 reported actions.

Buyer demand

Reported obligations through W6WC OCAEM decreased
$396.0M→$309.2M−$86.8M
Latest-period activity spans 12 awards across 1 prime contractor.

Award activity

WUNDERMAN THOMPSON LLC received an unusually large obligation action
$112.8MDec 19, 2025 action
Reported under PIID M9549426F7002 by COMMANDING GENERAL. Award net obligations after the action: $112.8M.
View supporting award
How these findings are calculated

Findings are selected from matched-period changes in obligations, share, rank, funding offices, concentration, reported set-asides, material award actions, and agency-peer outliers. Related signals are combined, and only material evidence-backed changes are shown. Review the full methodology.

Federal contract obligations by funding office

See how positive obligations were attributed across funding offices in the 12 months ending Sep 10, 2026.

46.8% of positive obligations were attributed to W6WC OCAEM. That represents $309.2M, down $86.8M from the preceding 12 months.

Latest 12-month share of positive obligations; the gray segment represents all other reported offices.

  1. W6WC OCAEM46.8% · $309.2M · down $86.8M
  2. COMMANDING GENERAL17.1% · $112.8M · down $28.7M
  3. NAVY RECRUITING COMMAND9.6% · $63.6M · down $61.7M
  4. HQ AFRS CCEA8.4% · $55.7M · up $55.7M
  5. DEFENSE HUMAN RESOURCES ACTIVITY8.2% · $54.1M · down $9.7M
  6. All other reported offices9.9% of positive obligations
View reported office rankings, comparisons, and evidence

USAspending assigns each award to a funding office. That office may differ from the requiring activity, program office, contracting office, individual buyer, or actual customer.

  1. Reported funding office

    W6WC OCAEM

    #1Rank unchanged

    Latest 12 months

    $309.2M

    46.8% of positive obligations

    Versus preceding 12 months

    −$86.8M

    1 active prime contractor · 12 awards

    View office comparison and evidence

    Reported obligations decreased 21.9% from $396.0M to $309.2M. The office’s share of positive obligations moved from 47.1% to 46.8%, a change of −0.3 percentage points.

    The latest period contains 54 actions across 12 awards. The preceding period contained 1 active prime contractor and 29 awards.

    Leading award-level changes

  2. Reported funding office

    COMMANDING GENERAL

    #2Rank unchanged

    Latest 12 months

    $112.8M

    17.1% of positive obligations

    Versus preceding 12 months

    −$28.7M

    1 active prime contractor · 2 awards

    View office comparison and evidence

    Reported obligations decreased 20.3% from $141.5M to $112.8M. The office’s share of positive obligations moved from 16.8% to 17.1%, a change of +0.3 percentage points.

    The latest period contains 2 actions across 2 awards. The preceding period contained 1 active prime contractor and 3 awards.

  3. Reported funding office

    NAVY RECRUITING COMMAND

    #3Rank unchanged

    Latest 12 months

    $63.6M

    9.6% of positive obligations

    Versus preceding 12 months

    −$61.7M

    1 active prime contractor · 29 awards

    View office comparison and evidence

    Reported obligations decreased 49.2% from $125.2M to $63.6M. The office’s share of positive obligations moved from 14.9% to 9.6%, a change of −5.3 percentage points.

    The latest period contains 42 actions across 29 awards. The preceding period contained 5 active prime contractors and 49 awards.

  4. Reported funding office

    HQ AFRS CCEA

    #4New to the positive-obligation ranking

    Latest 12 months

    $55.7M

    8.4% of positive obligations

    Versus preceding 12 months

    +$55.7M

    1 active prime contractor · 7 awards

    View office comparison and evidence

    Reported obligations rose from $0 to $55.7M. The office’s share of positive obligations moved from 0% to 8.4%, a change of +8.4 percentage points.

    The latest period contains 15 actions across 7 awards and 1 newly active prime contractor. The preceding period contained 0 active prime contractors and 0 awards.

    Leading award-level changes

  5. Reported funding office

    DEFENSE HUMAN RESOURCES ACTIVITY

    #5Down 1 from #4

    Latest 12 months

    $54.1M

    8.2% of positive obligations

    Versus preceding 12 months

    −$9.7M

    1 active prime contractor · 4 awards

    View office comparison and evidence

    Reported obligations decreased 15.2% from $63.8M to $54.1M. The office’s share of positive obligations moved from 7.6% to 8.2%, a change of +0.6 percentage points.

    The latest period contains 4 actions across 4 awards. The preceding period contained 1 active prime contractor and 7 awards.

  6. Reported funding office

    HQ AFRS FM

    #6Down 1 from #5

    Latest 12 months

    $29.3M

    4.4% of positive obligations

    Versus preceding 12 months

    −$21.0M

    1 active prime contractor · 9 awards

    View office comparison and evidence

    Reported obligations decreased 41.8% from $50.4M to $29.3M. The office’s share of positive obligations moved from 6.0% to 4.4%, a change of −1.6 percentage points.

    The latest period contains 13 actions across 9 awards. The preceding period contained 1 active prime contractor and 22 awards.

  7. Reported funding office

    F3PF1G HQ AETC DS

    #7New to the positive-obligation ranking

    Latest 12 months

    $13.3M

    2.0% of positive obligations

    Versus preceding 12 months

    +$13.3M

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations rose from $0 to $13.3M. The office’s share of positive obligations moved from 0% to 2.0%, a change of +2.0 percentage points.

    The latest period contains 1 action across 1 award and 1 newly active prime contractor. The preceding period contained 0 active prime contractors and 0 awards.

  8. Reported funding office

    OATSD PUBLIC AFFAIRS

    #8New to the positive-obligation ranking

    Latest 12 months

    $13.3M

    2.0% of positive obligations

    Versus preceding 12 months

    +$13.3M

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations rose from $0 to $13.3M. The office’s share of positive obligations moved from 0% to 2.0%, a change of +2.0 percentage points.

    The latest period contains 2 actions across 1 award and 1 newly active prime contractor. The preceding period contained 0 active prime contractors and 0 awards.

  9. Reported funding office

    MSCHQ NORFOLK

    #9Down 2 from #7

    Latest 12 months

    $2.8M

    0.43% of positive obligations

    Versus preceding 12 months

    −$1.6M

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations decreased 36.7% from $4.5M to $2.8M. The office’s share of positive obligations moved from 0.53% to 0.43%, a change of −0.1 percentage points.

    The latest period contains 4 actions across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  10. Reported funding office

    W4NJ USA CHIEF INFO OFF G6

    #10Down 2 from #8

    Latest 12 months

    $2.5M

    0.38% of positive obligations

    Versus preceding 12 months

    +$929K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 58.8% from $1.6M to $2.5M. The office’s share of positive obligations moved from 0.19% to 0.38%, a change of +0.2 percentage points.

    The latest period contains 3 actions across 1 award. The preceding period contained 1 active prime contractor and 1 award.

  11. Reported funding office

    RECRUITING

    #13New to the positive-obligation ranking

    Latest 12 months

    $479K

    0.070% of positive obligations

    Versus preceding 12 months

    +$479K

    2 active prime contractors · 2 awards

    View office comparison and evidence

    Reported obligations rose from $0 to $479K. The office’s share of positive obligations moved from 0% to 0.070%, a change of +0.1 percentage points.

    The latest period contains 2 actions across 2 awards and 2 newly active prime contractors. The preceding period contained 0 active prime contractors and 0 awards.

  12. Reported funding office

    F9WFDP NATIONAL GUARD BUREAU NGB A1

    No positive-obligation rank

    Latest 12 months

    $0

    0% of positive obligations

    Versus preceding 12 months

    −$46.7M

    0 active prime contractors · 0 awards

    View office comparison and evidence

    Reported obligations decreased 100.0% from $46.7M to $0. The office’s share of positive obligations moved from 5.6% to 0%, a change of −5.6 percentage points.

    The latest period contains 0 actions across 0 awards. The preceding period contained 1 active prime contractor and 7 awards.

Contract types, competition, and procurement methods

From Sep 11, 2025 through Sep 10, 2026, 76 awards had positive obligations totaling $669.7M. Negotiated Proposal/Quote was the leading reported procedure, accounting for 99.1% of positive obligations. Awards with a reported parent IDV accounted for 99.0%.

Leading award type
99.0%
Delivery Order
Leading reported procedure
99.1%
Negotiated Proposal/Quote
Reported parent IDV
99.0%
of positive obligations had a reported parent IDV
Median reported offers
1
31 of 76 awards reported offers

Buying method changes

Compared with Sep 11, 2024–Sep 10, 2025. Based on 76 current awards and 162 preceding awards with positive net obligations.

Median positive award obligations
$313K
Up from $197K in the preceding period
How to read these changes

Directional color and the Up or Down labels show historical movement only. Green does not mean favorable and red does not mean unfavorable; neither predicts a future procurement method.

Same-NAICS comparison

Compared with the NAICS 541810 peer median, parent-IDV obligation share is 32.6 percentage points higher, reported full-and-open obligation share is 40.4 percentage points higher, delivery-order obligation share is 46.9 percentage points higher, and median positive award obligations are 51.8% lower.

MeasureThis marketPeer medianDifference
Parent-IDV obligation share99.0%66.4%+32.6 pts
Reported full-and-open obligation share99.0%58.6%+40.4 pts
Delivery-order obligation share99.0%52.1%+46.9 pts
Median positive award obligations$313K$648K-51.8%
Peer cohort and comparison limits

The peer median gives each of the 2 eligible agency markets equal weight. The included agency markets are:

Agency mission, scale, and acquisition context can differ. Peer position does not establish market attractiveness or predict a future procurement method.

View buying-method details and data coverage

Award types

Reported valueAwardsPositive obligationsShare
Delivery Order(C)47$663.2M99.0%
Definitive Contract(D)11$5.2M0.78%
Purchase Order(B)18$1.3M0.20%

Reported parent-award types

Reported valueAwardsPositive obligationsShare
IDC(B)45$660.6M98.7%
FSS(C)2$2.6M0.38%
Not reported29$6.5M0.97%

Single- or multiple-award parent structure

Reported valueAwardsPositive obligationsShare
Single Award(S)45$660.6M98.7%
Multiple Award(M)2$2.6M0.38%
Not reported29$6.5M0.97%

Solicitation procedures

Reported valueAwardsPositive obligationsShare
Negotiated Proposal/Quote(NP)45$663.6M99.1%
Subject to Multiple Award Fair Opportunity(MAFO)2$2.6M0.38%
Simplified Acquisition(SP1)12$1.7M0.26%
Only One Source(SSS)14$1.7M0.25%
Np(NEGOTIATED PROPOSAL/QUOTE)2$96K0.010%
Sp1(SIMPLIFIED ACQUISITION)1$65K0.010%

Extent competed

Reported valueAwardsPositive obligationsShare
Full and Open Competition(A)45$663.1M99.0%
Full and Open Competition After Exclusion of Sources(D)2$3.0M0.45%
Not Competed(C)12$1.3M0.20%
Not Competed Under SAP(G)5$1.0M0.15%
Competed Under SAP(F)7$733K0.11%
Not Available for Competition(B)2$318K0.050%
Other reported values3$161K0.024%

Fair-opportunity and limited-source reporting

Reported valueAwardsPositive obligationsShare
Competitive Set Aside(CSA)1$2.5M0.37%
Fair Opportunity Given(FAIR)1$50K0.010%
Not reported74$667.1M99.6%

Other-than-full-and-open reasons

Reported valueAwardsPositive obligationsShare
Authorized by Statute (FAR 6.302-5(A)(2)(I))(OTH)4$1.2M0.19%
Only One Source-Other (FAR 6.302-1 Other)(ONE)9$1.1M0.17%
Follow-on Contract (FAR 6.302-1(A)(2)(Ii/Iii))(FOC)1$169K0.030%
SAP Non-Competition (FAR 13)(SP2)4$152K0.020%
Unique Source (FAR 6.302-1(B)(1))(UNQ)2$28K0%
Not reported56$667.0M99.6%

Contract pricing types

Reported valueAwardsPositive obligationsShare
Firm Fixed Price(J)59$273.9M40.9%
Cost Plus Fixed Fee(U)8$251.9M37.6%
Cost No Fee(S)6$143.7M21.5%
J(FIRM FIXED PRICE)3$161K0.020%

Product or Service Codes

Reported valueAwardsPositive obligationsShare
Support- Management: Advertising(R701)64$665.4M99.4%
Support- Administrative: Other(R699)2$2.6M0.38%
Support- Management: Public Relations(R708)2$777K0.12%
Support- Professional: Communications(R426)4$519K0.080%
Photo/Map/Print/Publication- Arts/Graphics(T001)1$276K0.040%
Photo/Map/Print/Publication- Audio/Visual(T016)2$112K0.020%
Other reported values1$31K0.0046%

Awarding subagencies

Reported valueAwardsPositive obligationsShare
Department of the Army(2100)32$317.3M47.4%
Department of the Navy(1700)28$198.7M29.7%
Department of the Air Force(5700)11$99.1M14.8%
Defense Human Resources Activity(9748)3$54.1M8.1%
Washington Headquarters Services(97F5)1$276K0.040%
Defense Threat Reduction Agency(9761)1$126K0.020%

Awarding offices

Reported valueAwardsPositive obligationsShare
W6qm Micc-Ft Knox(W9124D)8$312.2M46.6%
Commanding Officer(M95494)2$126.1M18.8%
Fa3002 338 Ess Cc(FA3002)8$98.4M14.7%
Defense Human Resources Activity(H98210)3$54.1M8.1%
Navsup Flt Log Ctr Norfolk(N00189)4$49.2M7.3%
Navy Recruiting Command(N66715)20$20.6M3.1%
Other reported values31$9.1M1.4%

Reported parent IDVs

Reported valueAwardsPositive obligationsShare
W9124D19D0001(9700)8$312.2M46.6%
M9549425D0001(9700)2$126.1M18.8%
FA300218D0008(9700)8$98.4M14.7%
N0018921DZ024(9700)24$69.8M10.4%
H9821023D0004(9700)3$54.1M8.1%
47QRAA20D000A(4732)1$2.5M0.37%
47QRAA21D009V(4732)1$50K0.010%
Not reported29$6.5M0.97%

Offers, award size, and timing

Median reported offers
1 median
31 reported · 45 not reported
Positive award obligations
$313K median
$119K–$5.9M middle 50%
Reported performance period
364 days (~12 months) median
76 reported · 0 not reported

Calculations group latest-period actions by award, retain awards with positive net obligations for share denominators, and use each award's latest reported USAspending procurement fields as of Sep 10, 2026. Blank competition, pricing, PSC, or parent-IDV values remain not reported; they are not inferred. Offer counts must be positive and below the FPDS 999 placeholder. Awarding organizations can differ from the funding agency that defines this page.

Top federal contractors

Latest 12-month market share, concentration, and complete prime contractor rankings across the period shown.

Prime contractor concentration
3 of 33prime contractors account for at least 80% of positive obligations in the last 12 months
Largest prime contractor
46.8%of positive obligations in the last 12 months
Leading four prime contractors
90.4%of positive obligations in the last 12 months
Leading eight prime contractors
99.5%of positive obligations in the last 12 months

Based on $660.4M in positive obligations during the 12 months ending Sep 10, 2026. Individual shares and movement appear in the searchable rankings below. Movement compares with Sep 11, 2024–Sep 10, 2025.

Last 12mo obligation volume: Highest positive obligations first; net deobligations follow by magnitude; contractors with no activity in the last 12 months follow by all-period obligations. Ranks use the complete contractor list and remain fixed when search narrows the results.

15 leading contractors
  1. #1

    Last 12mo obligations

    $309.2M

    46.8%

    Dollar movement

    −$86.8M

    vs. prior 12 months

    Last 12mo awards

    12 awards

    54 actions

    Historical and award details for DDB CHICAGO INC.
    Obligations: prior → latest
    $396.0M → $309.2M
    −21.9%
    Share: prior → latest
    47.1% → 46.8%
    −0.3 percentage points
    All-period obligations
    $2.0B
    46.9% of all-period positive obligations · 41 awards
    Recorded activity
    Since Oct 25, 2021
    through Apr 23, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported1229
    Reported small business00
    All-period set-aside types

    None reported.

  2. #2

    Last 12mo obligations

    $126.1M

    19.1%

    Dollar movement

    −$15.5M

    vs. prior 12 months

    Last 12mo awards

    3 awards

    4 actions

    Historical and award details for WUNDERMAN THOMPSON LLC
    Obligations: prior → latest
    $141.5M → $126.1M
    −10.9%
    Share: prior → latest
    16.8% → 19.1%
    +2.3 percentage points
    All-period obligations
    $679.3M
    15.7% of all-period positive obligations · 9 awards
    Recorded activity
    Since Dec 13, 2021
    through Jan 23, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside01
    Not reported32
    Reported small business00
    All-period set-aside types

    None reported.

  3. #3

    Last 12mo obligations

    $98.3M

    14.9%

    Dollar movement

    +$1.2M

    vs. prior 12 months

    Last 12mo awards

    11 awards

    30 actions

    Historical and award details for GSD&M LLC
    Obligations: prior → latest
    $97.1M → $98.3M
    +1.3%
    Share: prior → latest
    11.6% → 14.9%
    +3.3 percentage points
    All-period obligations
    $743.2M
    17.1% of all-period positive obligations · 84 awards
    Recorded activity
    Since Oct 4, 2021
    through Apr 23, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported1130
    Reported small business00
    All-period set-aside types

    None reported.

  4. #4

    Last 12mo obligations

    $63.6M

    9.6%

    Dollar movement

    −$60.9M

    vs. prior 12 months

    Last 12mo awards

    29 awards

    42 actions

    Historical and award details for YOUNG & RUBICAM LLC
    Obligations: prior → latest
    $124.5M → $63.6M
    −48.9%
    Share: prior → latest
    14.8% → 9.6%
    −5.2 percentage points
    All-period obligations
    $519.4M
    12.0% of all-period positive obligations · 209 awards
    Recorded activity
    Since Oct 14, 2021
    through Apr 7, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported2945
    Reported small business00
    All-period set-aside types

    None reported.

  5. #5

    Last 12mo obligations

    $54.1M

    8.2%

    Dollar movement

    −$9.6M

    vs. prior 12 months

    Last 12mo awards

    4 awards

    4 actions

    Historical and award details for MULLENLOWE US INC
    Obligations: prior → latest
    $63.7M → $54.1M
    −15.1%
    Share: prior → latest
    7.6% → 8.2%
    +0.6 percentage points
    All-period obligations
    $270.8M
    6.3% of all-period positive obligations · 47 awards
    Recorded activity
    Since Dec 28, 2021
    through Mar 12, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside00
    Not reported412
    Reported small business00
    All-period set-aside types

    None reported.

  6. #6

    Last 12mo obligations

    $2.8M

    0.43%

    Dollar movement

    −$1.6M

    vs. prior 12 months

    Last 12mo awards

    1 award

    4 actions

    Historical and award details for MEDIACROSS, INC.
    Obligations: prior → latest
    $4.5M → $2.8M
    −36.7%
    Share: prior → latest
    0.53% → 0.43%
    −0.1 percentage points
    All-period obligations
    $17.5M
    0.40% of all-period positive obligations · 2 awards
    Recorded activity
    Since Nov 9, 2021
    through Mar 24, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside11
    Reported no set-aside00
    Not reported00
    Reported small business11
    All-period set-aside types
    • 1 · Total small business
  7. #7

    Last 12mo obligations

    $2.5M

    0.38%

    Dollar movement

    +$929K

    vs. prior 12 months

    Last 12mo awards

    1 award

    3 actions

    Historical and award details for DAVIS MANAGEMENT GROUP INC
    Obligations: prior → latest
    $1.6M → $2.5M
    +58.8%
    Share: prior → latest
    0.19% → 0.38%
    +0.2 percentage points
    All-period obligations
    $10.7M
    0.25% of all-period positive obligations · 2 awards
    Recorded activity
    Since Jan 21, 2022
    through Apr 23, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside11
    Reported no set-aside00
    Not reported00
    Reported small business11
    All-period set-aside types
    • 2 · WOSB set-aside
  8. #8

    Last 12mo obligations

    $651K

    0.10%

    Dollar movement

    +$351K

    vs. prior 12 months

    Last 12mo awards

    1 award

    2 actions

    Historical and award details for PCI PRODUCTIONS LLC
    Obligations: prior → latest
    $300K → $651K
    +116.9%
    Share: prior → latest
    0.040% → 0.10%
    +0.1 percentage points
    All-period obligations
    $2.6M
    0.060% of all-period positive obligations · 3 awards
    Recorded activity
    Since Feb 17, 2022
    through Jan 30, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside11
    Reported no set-aside00
    Not reported00
    Reported small business11
    All-period set-aside types
    • 2 · 8(a) sole source
    • 1 · 8(a) competed
  9. #9

    Last 12mo obligations

    $342K

    0.050%

    Dollar movement

    −$623K

    vs. prior 12 months

    Last 12mo awards

    4 awards

    5 actions

    Historical and award details for CAMPBELL & CO ADVERTISING AGENCY LLC
    Obligations: prior → latest
    $965K → $342K
    −64.5%
    Share: prior → latest
    0.11% → 0.050%
    −0.1 percentage points
    All-period obligations
    $1.8M
    0.040% of all-period positive obligations · 22 awards
    Recorded activity
    Since Aug 29, 2022
    through Mar 18, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside47
    Reported no set-aside00
    Not reported00
    Reported small business47
    All-period set-aside types
    • 13 · Total small business
    • 5 · HUBZone set-aside
    • 2 · 8(a) sole source
    • +1 more types
  10. #10

    Last 12mo obligations

    $325K

    0.050%

    Dollar movement

    +$1K

    vs. prior 12 months

    Last 12mo awards

    2 awards

    2 actions

    Historical and award details for LAUGHLIN, MARINACCIO & OWENS, INC.
    Obligations: prior → latest
    $324K → $325K
    +0.4%
    Share: prior → latest
    0.040% → 0.050%
    0.0 percentage points
    All-period obligations
    $1.3M
    0.030% of all-period positive obligations · 3 awards
    Recorded activity
    Since Apr 7, 2023
    through Apr 6, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside22
    Reported no set-aside00
    Not reported00
    Reported small business22
    All-period set-aside types
    • 3 · Total small business
  11. #11

    Last 12mo obligations

    $279K

    0.040%

    Dollar movement

    +$8K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for MINNESOTA BROADCASTERS ASSOCIATION
    Obligations: prior → latest
    $271K → $279K
    +3.0%
    Share: prior → latest
    0.030% → 0.040%
    0.0 percentage points
    All-period obligations
    $1.3M
    0.030% of all-period positive obligations · 4 awards
    Recorded activity
    Since Jan 30, 2023
    through Jan 21, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  12. #12

    Last 12mo obligations

    $276K

    0.040%

    Dollar movement

    +$8K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for BLUE SKY INNOVATIVE SOLUTIONS, LLC
    Obligations: prior → latest
    $268K → $276K
    +3.0%
    Share: prior → latest
    0.030% → 0.040%
    0.0 percentage points
    All-period obligations
    $803K
    0.020% of all-period positive obligations · 1 award
    Recorded activity
    Since Mar 28, 2024
    through Feb 13, 2026

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside11
    Reported no set-aside00
    Not reported00
    Reported small business11
    All-period set-aside types
    • 1 · 8(a) sole source
  13. #13

    Last 12mo obligations

    $249K

    0.040%

    Dollar movement

    $0

    no change vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for LOUISIANA ASSOCIATION OF BROADCASTERS
    Obligations: prior → latest
    $249K → $249K
    +0.0%
    Share: prior → latest
    0.030% → 0.040%
    0.0 percentage points
    All-period obligations
    $996K
    0.020% of all-period positive obligations · 2 awards
    Recorded activity
    Since Nov 15, 2022
    through Dec 4, 2025

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside11
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  14. #14

    Last 12mo obligations

    $245K

    0.040%

    Dollar movement

    +$245K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for ROO HOCKEY, LLC
    Obligations: prior → latest
    $0 → $245K
    Not comparable
    Share: prior → latest
    0% → 0.040%
    0.0 percentage points
    All-period obligations
    $245K
    0.010% of all-period positive obligations · 1 award
    Recorded activity
    Since Sep 24, 2025
    through Sep 24, 2025

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside10
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

  15. #15

    Last 12mo obligations

    $234K

    0.040%

    Dollar movement

    +$234K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for ATL HAWKS, LLC (DE)
    Obligations: prior → latest
    $0 → $234K
    Not comparable
    Share: prior → latest
    0% → 0.040%
    0.0 percentage points
    All-period obligations
    $234K
    0.010% of all-period positive obligations · 1 award
    Recorded activity
    Since Sep 18, 2025
    through Sep 18, 2025

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside10
    Not reported00
    Reported small business00
    All-period set-aside types

    None reported.

Potential federal contract recompetes

Investigate potential recompetes surfaced by near-term end dates, award value, and recent contract changes.

DDB CHICAGO INC.

NATIONAL MEDIA / TALENT AND FURNISHINGS (NMTF) TASK ORDER (TO) PROVIDES NATIONAL MEDIA PURCHASING AND PLACEMENT ACTIVITIES, PLANNING, REPORTING, MAINTENANCE, AND ALL ASSOCIATED ACTIVITIES FOR THE PAYMENT AND STORAGE OF TALENT AND FURNISHINGS.

The reported potential end date is Nov 15, 2026. Current award value is 100.0% of reported potential value ($110.0M of $110.0M).

Performance period

81.9%

As of Sep 10, 2026Potential end Nov 15, 2026

Current award value as a share of potential value

100.0%

$110.0M current$110.0M potential
Supporting data

Reported performance starts Nov 16, 2025.

No later potential end date is reported; current and potential end dates are both Nov 15, 2026.

$110.0M is obligated against $110.0M in current reported award value (100.0%).

Obligations are compared with current reported award value, not treated as a contract ceiling.

PIID W9124D26FA007

WUNDERMAN THOMPSON LLC

MCRC MARKETING ADVERTISING INITIATIVES, ANNUAL MARKETING PLAN (2026)

The reported potential end date is Dec 19, 2026. Current award value is 100.0% of reported potential value ($112.8M of $112.8M).

Performance period

72.6%

As of Sep 10, 2026Potential end Dec 19, 2026

Current award value as a share of potential value

100.0%

$112.8M current$112.8M potential
Supporting data

Reported performance starts Dec 19, 2025.

No later potential end date is reported; current and potential end dates are both Dec 19, 2026.

$112.8M is obligated against $112.8M in current reported award value (100.0%).

Obligations are compared with current reported award value, not treated as a contract ceiling.

PIID M9549426F7002

GSD&M LLC

AFRS MARKETING AND ADVERTISING TASK ORDER (TO) FOR LOCAL DIGITAL ENGAGEMENT SERVICES.

$60.7M is obligated on an award with a reported potential end date of December 31, 2026.

Performance period

92.6%

As of Sep 10, 2026Potential end Dec 31, 2026

Current award value as a share of potential value

89.1%

$68.3M current$76.7M potential
Supporting data

Reported performance starts Nov 9, 2022.

No later potential end date is reported; current and potential end dates are both Dec 31, 2026.

$60.7M is obligated against $68.3M in current reported award value (88.8%).

Reported potential end dates: Nov 14, 2026 → Dec 31, 2026.

Obligations are compared with current reported award value, not treated as a contract ceiling.

PIID FA300223F0007

MULLENLOWE US INC

MEDIA PLACEMENT SUPPORT SERVICES

$30.5M is obligated on an award with a reported potential end date of March 15, 2027.

Performance period

48.9%

As of Sep 10, 2026Potential end Mar 15, 2027

Current award value as a share of potential value

100.0%

$30.5M current$30.5M potential
Supporting data

Reported performance starts Mar 16, 2026.

No later potential end date is reported; current and potential end dates are both Mar 15, 2027.

$30.5M is obligated against $30.5M in current reported award value (100.0%).

Obligations are compared with current reported award value, not treated as a contract ceiling.

PIID H9821026FE046

These are research leads, not confirmed recompetes. USAspending records through Sep 10, 2026; reported dates and values can change through later modifications.

Recent federal contract award activity

Recent contract actions with unusually large obligation changes or meaningful shifts in contractor and funding-office activity.

Base award

This action

+$112.8M

WUNDERMAN THOMPSON LLC

COMMANDING GENERAL

MCRC MARKETING ADVERTISING INITIATIVES, ANNUAL MARKETING PLAN (2026)

Why it stands out

A new award added obligations despite weaker contractor activity.

The action represented 17.1% of the market’s latest 12-month positive obligations while the contractor’s obligations fell $15.5M overall.

Award net obligations
$112.8M
Share of 12-month positive obligations
17.1%
Supporting data
Prime contractor
#2 · 19.1% share
$15.5M net decline despite this positive action
Funding office
#2 · 17.1% attributed share
$28.7M net decline despite this positive action
Related:Unusually large action
PIID M9549426F7002
Modification

This action

+$73.5M

DDB CHICAGO INC.

W6WC OCAEM

DATA AND PERFORMANCE TASK ORDER OPTION YEAR TWO

Why it stands out

This award grew while spending attributed to its office declined.

The modification added $73.5M while office-attributed obligations fell $86.8M overall.

Award net obligations
$198.7M
Share of 12-month positive obligations
11.1%
Supporting data
Prime contractor
#1 · 46.8% share
$86.8M net decline despite this positive action
Funding office
#1 · 46.8% attributed share
$86.8M net decline despite this positive action
PIID W9124D24F0010 · Mod P00026
Modification

This action

+$19.1M

GSD&M LLC

HQ AFRS CCEA

AFRS MARKETING AND ADVERTISING TASK ORDER (TO) FOR LOCAL DIGITAL ENGAGEMENT SERVICES.

Why it stands out

The award grew alongside stronger contractor activity.

The modification added $19.1M while contractor obligations rose $1.2M overall.

Award net obligations
$60.7M
Share of 12-month positive obligations
2.9%
Supporting data
Prime contractor
#3 · 14.9% share
up 1 rank · +3.3 percentage points · $1.2M net increase; action exceeded it by $17.9M
Funding office
#4 · 8.4% attributed share
+8.4 percentage points · $55.7M net increase; action accounted for 34.3%
PIID FA300223F0007 · Mod P00012
Base award

This action

+$30.5M

MULLENLOWE US INC

DEFENSE HUMAN RESOURCES ACTIVITY

MEDIA PLACEMENT SUPPORT SERVICES

Why it stands out

A new award added obligations despite weaker contractor activity.

The action represented 4.6% of the market’s latest 12-month positive obligations while the contractor’s obligations fell $9.6M overall.

Award net obligations
$30.5M
Share of 12-month positive obligations
4.6%
Supporting data
Prime contractor
#5 · 8.2% share
$9.6M net decline despite this positive action
Funding office
#5 · 8.2% attributed share
$9.7M net decline despite this positive action
PIID H9821026FE046
Base award

This action

+$20.0M

YOUNG & RUBICAM LLC

NAVY RECRUITING COMMAND

OPT IV SPACE CHARGES MEDIA PLACEMENT DIGITAL MEDIA FY26 Q1 - Q2.

Why it stands out

A new award added obligations despite weaker contractor activity.

The action represented 3.0% of the market’s latest 12-month positive obligations while the contractor’s obligations fell $60.9M overall.

Award net obligations
$20.0M
Share of 12-month positive obligations
3.0%
Supporting data
Prime contractor
#4 · 9.6% share
$60.9M net decline despite this positive action
Funding office
#3 · 9.6% attributed share
$61.7M net decline despite this positive action
PIID N0018926FZ007
Modification

This action

+$1.6M

DAVIS MANAGEMENT GROUP INC

W4NJ USA CHIEF INFO OFF G6

STRATEGIC COMMUNICATIONS AND STRATEGIC INITIATIVES SERVICES

Why it stands out

The award grew alongside stronger contractor activity.

The modification added $1.6M while contractor obligations rose $929K overall.

Award net obligations
$11.0M
Share of 12-month positive obligations
0.24%
Supporting data
Prime contractor
#7 · 0.38% share
+0.2 percentage points · $929K net increase; action exceeded it by $631K
PIID W52P1J22F0086 · Mod P00022
View recent award activity by date (10)
  1. COUNTRY MUSIC ASSOCIATION, INC.Base award · PIID W50S9726PA001
    Action+$65K
    Award net obligations$65K
  2. SHIELD ANALYSIS TECHNOLOGY LLCModification · PIID HDTRA122C0024
    Action+$63K
    Award net obligations$3.9M
  3. GSD&M LLCModification · PIID FA300223F0019
    Action+$13.3M
    Award net obligations$61.8M
  4. DAVIS MANAGEMENT GROUP INCModification · PIID W52P1J22F0086
    Action+$1.6M
    Award net obligations$11.0M
  5. DDB CHICAGO INC.Modification · PIID W9124D26FA007
    Action+$1.0M
    Award net obligations$110.0M
  6. COLORADO SPRINGS CITY GOVERNMENTModification · PIID FA700024P0022
    Action+$31K
    Award net obligations$89K
  7. PUBLIC ALLIANCE, LLCDeobligation · PIID HT001122C0033
    Action−$1K
    Award net obligations$4.4M
  8. DDB CHICAGO INC.Deobligation · PIID W9124D26FA007
    Action−$3.7M
    Award net obligations$110.0M
  9. NATIONAL CINEMEDIA, LLCBase award · PIID W50S9E26PA001
    Action+$25K
    Award net obligations$25K
  10. DDB CHICAGO INC.Modification · PIID W9124D25F0128
    Action+$5.6M
    Award net obligations$28.8M

DoD advertising agencies market FAQs

Answers based on reported federal contract data.

Who are the top DoD advertising agencies contractors?

In the 12 months through September 10, 2026, DDB CHICAGO INC., WUNDERMAN THOMPSON LLC, and GSD&M LLC were the leading DoD advertising agencies prime contractors by positive obligations.

  1. #1

    DDB CHICAGO INC.

    $309,213,759 in positive obligations

  2. #2

    WUNDERMAN THOMPSON LLC

    $126,089,785 in positive obligations

  3. #3

    GSD&M LLC

    $98,347,708 in positive obligations

Rankings use reported USAspending award data.

Did DoD contract obligations decrease in the advertising agencies market?

Yes. Measured by net prime contract obligations, reported DoD activity in the advertising agencies market decreased 21.4% from $840,243,194 in the preceding 12 months to $660,399,710 in the 12 months through September 10, 2026.

Latest 12 months
$660,399,710
Net prime contract obligations
Preceding 12 months
$840,243,194
Net prime contract obligations
Change
−21.4%
Between matched 12-month periods

Reported contract actions, not outlays or a forecast.

What recent DoD contract award activity was reported in the advertising agencies market?

Recent DoD contract award activity reported in the advertising agencies market included actions for WUNDERMAN THOMPSON LLC, DDB CHICAGO INC., and GSD&M LLC during the 12 months through September 10, 2026.

Action obligations are transaction-level amounts, not current award-level obligations.

Which procurement methods were reported for DoD contracts under NAICS 541810?

From September 11, 2025 through September 10, 2026, DoD reported 76 positive-obligation awards for advertising agencies under NAICS 541810. The leading award type was delivery order. The leading reported procedure was negotiated proposal/quote.

Positive-obligation awards
76
Leading reported procedure
Negotiated Proposal/Quote
99.1% of positive obligations
Leading award type
Delivery Order
99% of positive obligations
Full and open
99%
of positive obligations
Reported parent IDV
99%
of positive obligations

Percentages use positive obligations as the denominator.

Which DoD advertising agencies awards may warrant recompete research?

4 DoD advertising agencies awards may warrant recompete research based on reported potential-end dates, including awards held by DDB CHICAGO INC., WUNDERMAN THOMPSON LLC, and GSD&M LLC.

Research leads, not confirmed recompetes. Dates may change through later modifications.

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Related market research

Complete market indexes:

Same NAICS at other agencies:

Nearby NAICS at this agency:

Markets sharing leading prime records:

Leading-prime vehicle memberships:

Company memberships do not establish award-channel use.

Reported obligations include contract actions from October 1, 2021 through September 10, 2026. Set-aside and business-size fields reflect award records, not a contractor's current eligibility. Public Department of Defense award records are generally delayed by 90 days.

Review data methodology