Federal Capture Intelligence

Top DoD advertising agencies contractors (NAICS 541810)

Contract actions: October 1, 2021 – October 23, 2026 Updated October 24, 2026 Department of Defense agency guide NAICS 541810 · Advertising Agencies
Latest 12 months
$606.4M
Net obligations · Down $113.9M vs. $720.4M preceding
Prime contractors
26
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 648 awards in Advertising Agencies at the Department of Defense from Oct 1, 2021 through Oct 23, 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 15.8% from $720.4M to $606.4M. 4 prime contractors accounted for at least 80% of positive obligations in that latest period.

Fiscal-year activity

FY27 is year-to-date through Oct 23, 2026; earlier years show complete fiscal-year totals.

FY27 year-to-date: $0 versus −$1K through the same date in FY26 (Not comparable).
Net obligations · complete fiscal yearNet obligations · FY27 YTDContract actions
View fiscal-year data table
Fiscal yearNet obligationsContract actionsCoverage
FY2022$810.5M323Complete
FY2023$1.2B428Complete
FY2024$939.7M428Complete
FY2025$796.4M427Complete
FY2026$606.4M151Complete

Market at a glance

All reported prime contract awards
All-period net obligations
$4.3B
648 awards · 141 prime contractors
Latest 12-month movement
−15.8%
$606.4M vs. $720.4M
Leading eight prime share
99.7%
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
37.7% of 231 awards with reported set-aside status.
Set-aside reporting
87 set aside · 144 no set-aside · 417 not reported

What changed in the last 12 months?

Oct 24, 2025–Oct 23, 2026, compared with Oct 24, 2024–Oct 23, 2025.

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

Buyer demand

Reported obligations through NAVY RECRUITING COMMAND decreased
$105.9M→$63.4M−$42.4M
Latest-period activity spans 25 awards across 1 prime contractor.

Competitive shifts

YOUNG & RUBICAM LLC had the largest decline in reported obligations
$105.2M→$63.4M−$41.8M
The contractor now ranks #4 by positive obligations and accounts for 10.5% of positive obligations, based on 32 reported actions.
WUNDERMAN THOMPSON LLC gained the most market share
15.2%→20.8%+5.6 percentage points
The contractor now ranks #2 by positive obligations, based on 4 reported actions.

Market structure

Reported set-aside share increased
36.6%→50.0%+13.4 percentage points
Of 28 latest-period awards with reported set-aside status, 14 were reported as set-asides.
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 Oct 23, 2026.

47.3% of positive obligations were attributed to W6WC OCAEM. That represents $286.8M, down $30.5M from the preceding 12 months.

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

  1. W6WC OCAEM47.3% · $286.8M · down $30.5M
  2. COMMANDING GENERAL18.6% · $112.8M · up $3.5M
  3. NAVY RECRUITING COMMAND10.5% · $63.4M · down $42.4M
  4. HQ AFRS CCEA9.2% · $55.7M · up $55.7M
  5. DEFENSE HUMAN RESOURCES ACTIVITY8.9% · $54.1M · down $9.7M
  6. All other reported offices5.5% 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

    $286.8M

    47.3% of positive obligations

    Versus preceding 12 months

    −$30.5M

    1 active prime contractor · 10 awards

    View office comparison and evidence

    Reported obligations decreased 9.6% from $317.3M to $286.8M. The office’s share of positive obligations moved from 44.0% to 47.3%, a change of +3.3 percentage points.

    The latest period contains 38 actions across 10 awards. The preceding period contained 1 active prime contractor and 28 awards.

  2. Reported funding office

    COMMANDING GENERAL

    #2Rank unchanged

    Latest 12 months

    $112.8M

    18.6% of positive obligations

    Versus preceding 12 months

    +$3.5M

    1 active prime contractor · 2 awards

    View office comparison and evidence

    Reported obligations increased 3.2% from $109.3M to $112.8M. The office’s share of positive obligations moved from 15.2% to 18.6%, a change of +3.4 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

    $63.4M

    10.5% of positive obligations

    Versus preceding 12 months

    −$42.4M

    1 active prime contractor · 25 awards

    View office comparison and evidence

    Reported obligations decreased 40.1% from $105.9M to $63.4M. The office’s share of positive obligations moved from 14.7% to 10.5%, a change of −4.2 percentage points.

    The latest period contains 32 actions across 25 awards. The preceding period contained 5 active prime contractors and 45 awards.

  4. Reported funding office

    HQ AFRS CCEA

    #4New to the positive-obligation ranking

    Latest 12 months

    $55.7M

    9.2% 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 9.2%, a change of +9.2 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

    #5Rank unchanged

    Latest 12 months

    $54.1M

    8.9% 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 8.8% to 8.9%, a change of +0.1 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

    F3PF1G HQ AETC DS

    #6New to the positive-obligation ranking

    Latest 12 months

    $13.3M

    2.2% 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 2.2%, a change of +2.2 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.

  7. Reported funding office

    OATSD PUBLIC AFFAIRS

    #7New to the positive-obligation ranking

    Latest 12 months

    $13.3M

    2.2% 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 2.2%, a change of +2.2 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.

  8. Reported funding office

    W4NJ USA CHIEF INFO OFF G6

    #8Rank unchanged

    Latest 12 months

    $2.5M

    0.41% of positive obligations

    Versus preceding 12 months

    +$1.3M

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 113.0% from $1.2M to $2.5M. The office’s share of positive obligations moved from 0.16% to 0.41%, a change of +0.3 percentage points.

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

  9. Reported funding office

    MSCHQ NORFOLK

    #9Down 2 from #7

    Latest 12 months

    $1.9M

    0.31% of positive obligations

    Versus preceding 12 months

    −$3.6M

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations decreased 65.2% from $5.4M to $1.9M. The office’s share of positive obligations moved from 0.76% to 0.31%, a change of −0.5 percentage points.

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

  10. Reported funding office

    F3R7C0 21 COMM SQ SCR

    #10Up 10 from #20

    Latest 12 months

    $651K

    0.11% of positive obligations

    Versus preceding 12 months

    +$351K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 116.9% from $300K to $651K. The office’s share of positive obligations moved from 0.040% to 0.11%, a change of +0.1 percentage points.

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

  11. 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

    −$34.4M

    0 active prime contractors · 0 awards

    View office comparison and evidence

    Reported obligations decreased 100.0% from $34.4M to $0. The office’s share of positive obligations moved from 4.8% to 0%, a change of −4.8 percentage points.

    The latest period contains 0 actions across 0 awards. The preceding period contained 1 active prime contractor and 6 awards.

  12. Reported funding office

    HQ AFRS FM

    No positive-obligation rank

    Latest 12 months

    −$6K

    0% of positive obligations

    Versus preceding 12 months

    −$72.9M

    1 active prime contractor · 8 awards

    View office comparison and evidence

    Reported obligations moved from $72.9M in net obligations to $6K in net deobligations. The office’s share of positive obligations moved from 10.1% to 0%, a change of −10.1 percentage points.

    The latest period contains 11 actions across 8 awards. The preceding period contained 1 active prime contractor and 20 awards.

    Leading award-level changes

Contract types, competition, and procurement methods

From Oct 24, 2025 through Oct 23, 2026, 66 awards had positive obligations totaling $612.7M. Negotiated Proposal/Quote was the leading reported procedure, accounting for 99.2% of positive obligations. Awards with a reported parent IDV accounted for 99.3%.

Leading award type
99.3%
Delivery Order
Leading reported procedure
99.2%
Negotiated Proposal/Quote
Reported parent IDV
99.3%
of positive obligations had a reported parent IDV
Median reported offers
1
24 of 66 awards reported offers

Buying method changes

Compared with Oct 24, 2024–Oct 23, 2025. Based on 66 current awards and 150 preceding awards with positive net obligations.

Median positive award obligations
$515K
Up from $189K 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 23.7 percentage points higher, reported full-and-open obligation share is 38.7 percentage points higher, delivery-order obligation share is 45.8 percentage points higher, and median positive award obligations are 50.5% lower.

MeasureThis marketPeer medianDifference
Parent-IDV obligation share99.3%75.5%+23.7 pts
Reported full-and-open obligation share99.3%60.6%+38.7 pts
Delivery-order obligation share99.3%53.5%+45.8 pts
Median positive award obligations$515K$1.0M-50.5%
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)44$608.2M99.3%
Definitive Contract(D)9$3.6M0.59%
Purchase Order(B)13$885K0.14%

Reported parent-award types

Reported valueAwardsPositive obligationsShare
IDC(B)42$605.6M98.8%
FSS(C)2$2.6M0.42%
Not reported22$4.5M0.73%

Single- or multiple-award parent structure

Reported valueAwardsPositive obligationsShare
Single Award(S)42$605.6M98.8%
Multiple Award(M)2$2.6M0.42%
Not reported22$4.5M0.73%

Solicitation procedures

Reported valueAwardsPositive obligationsShare
Negotiated Proposal/Quote(NP)42$607.6M99.2%
Subject to Multiple Award Fair Opportunity(MAFO)2$2.6M0.42%
Simplified Acquisition(SP1)9$1.3M0.22%
Only One Source(SSS)9$959K0.16%
Np(NEGOTIATED PROPOSAL/QUOTE)2$96K0.020%
Sp1(SIMPLIFIED ACQUISITION)1$65K0.010%
Other reported values1$26K0.0042%

Extent competed

Reported valueAwardsPositive obligationsShare
Full and Open Competition(A)42$608.1M99.3%
Full and Open Competition After Exclusion of Sources(D)2$2.1M0.34%
Not Competed Under SAP(G)4$1.0M0.17%
Not Competed(C)8$833K0.14%
Competed Under SAP(F)5$335K0.050%
Not Available for Competition(B)1$126K0.020%
Other reported values4$187K0.031%

Fair-opportunity and limited-source reporting

Reported valueAwardsPositive obligationsShare
Competitive Set Aside(CSA)1$2.5M0.41%
Fair Opportunity Given(FAIR)1$50K0.010%
Not reported64$610.1M99.6%

Other-than-full-and-open reasons

Reported valueAwardsPositive obligationsShare
Authorized by Statute (FAR 6.302-5(A)(2)(I))(OTH)3$1.1M0.17%
Only One Source-Other (FAR 6.302-1 Other)(ONE)8$690K0.11%
Follow-on Contract (FAR 6.302-1(A)(2)(Ii/Iii))(FOC)1$169K0.030%
SAP Non-Competition (FAR 13)(SP2)3$151K0.020%
Not reported51$610.6M99.7%

Contract pricing types

Reported valueAwardsPositive obligationsShare
Firm Fixed Price(J)49$257.0M42.0%
Cost Plus Fixed Fee(U)8$212.8M34.7%
Cost No Fee(S)5$142.7M23.3%
J(FIRM FIXED PRICE)4$187K0.030%

Product or Service Codes

Reported valueAwardsPositive obligationsShare
Support- Management: Advertising(R701)54$608.4M99.3%
Support- Administrative: Other(R699)2$2.6M0.42%
Support- Management: Public Relations(R708)2$777K0.13%
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$31K0.0051%

Awarding subagencies

Reported valueAwardsPositive obligationsShare
Department of the Army(2100)24$290.8M47.5%
Department of the Navy(1700)27$197.6M32.3%
Department of the Air Force(5700)10$69.8M11.4%
Defense Human Resources Activity(9748)3$54.1M8.8%
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)7$286.8M46.8%
Commanding Officer(M95494)2$126.1M20.6%
Fa3002 338 Ess Cc(FA3002)7$69.1M11.3%
Defense Human Resources Activity(H98210)3$54.1M8.8%
Navsup Flt Log Ctr Norfolk(N00189)3$49.0M8.0%
Navy Recruiting Command(N66715)20$20.6M3.4%
Other reported values24$7.0M1.2%

Reported parent IDVs

Reported valueAwardsPositive obligationsShare
W9124D19D0001(9700)7$286.8M46.8%
M9549425D0001(9700)2$126.1M20.6%
N0018921DZ024(9700)23$69.6M11.4%
FA300218D0008(9700)7$69.1M11.3%
H9821023D0004(9700)3$54.1M8.8%
47QRAA20D000A(4732)1$2.5M0.41%
47QRAA21D009V(4732)1$50K0.010%
Not reported22$4.5M0.73%

Offers, award size, and timing

Median reported offers
1 median
24 reported · 42 not reported
Positive award obligations
$515K median
$91K–$7.0M middle 50%
Reported performance period
364 days (~12 months) median
66 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 Oct 23, 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
4 of 26prime contractors account for at least 80% of positive obligations in the last 12 months
Largest prime contractor
47.3%of positive obligations in the last 12 months
Leading four prime contractors
89.9%of positive obligations in the last 12 months
Leading eight prime contractors
99.7%of positive obligations in the last 12 months

Based on $606.4M in positive obligations during the 12 months ending Oct 23, 2026. Individual shares and movement appear in the searchable rankings below. Movement compares with Oct 24, 2024–Oct 23, 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

    $286.8M

    47.3%

    Dollar movement

    −$30.5M

    vs. prior 12 months

    Last 12mo awards

    10 awards

    38 actions

    Historical and award details for DDB CHICAGO INC.
    Obligations: prior → latest
    $317.3M → $286.8M
    −9.6%
    Share: prior → latest
    44.0% → 47.3%
    +3.3 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 reported1028
    Reported small business00
    All-period set-aside types

    None reported.

  2. #2

    Last 12mo obligations

    $126.1M

    20.8%

    Dollar movement

    +$16.8M

    vs. prior 12 months

    Last 12mo awards

    3 awards

    4 actions

    Historical and award details for WUNDERMAN THOMPSON LLC
    Obligations: prior → latest
    $109.3M → $126.1M
    +15.4%
    Share: prior → latest
    15.2% → 20.8%
    +5.6 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

    $69.0M

    11.4%

    Dollar movement

    −$38.2M

    vs. prior 12 months

    Last 12mo awards

    10 awards

    28 actions

    Historical and award details for GSD&M LLC
    Obligations: prior → latest
    $107.2M → $69.0M
    −35.6%
    Share: prior → latest
    14.9% → 11.4%
    −3.5 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 reported1027
    Reported small business00
    All-period set-aside types

    None reported.

  4. #4

    Last 12mo obligations

    $63.4M

    10.5%

    Dollar movement

    −$41.8M

    vs. prior 12 months

    Last 12mo awards

    25 awards

    32 actions

    Historical and award details for YOUNG & RUBICAM LLC
    Obligations: prior → latest
    $105.2M → $63.4M
    −39.7%
    Share: prior → latest
    14.6% → 10.5%
    −4.1 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 reported2541
    Reported small business00
    All-period set-aside types

    None reported.

  5. #5

    Last 12mo obligations

    $54.1M

    8.9%

    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
    8.8% → 8.9%
    +0.1 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

    $2.5M

    0.41%

    Dollar movement

    +$1.3M

    vs. prior 12 months

    Last 12mo awards

    1 award

    3 actions

    Historical and award details for DAVIS MANAGEMENT GROUP INC
    Obligations: prior → latest
    $1.2M → $2.5M
    +113.0%
    Share: prior → latest
    0.16% → 0.41%
    +0.3 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
  7. #7

    Last 12mo obligations

    $1.9M

    0.31%

    Dollar movement

    −$3.6M

    vs. prior 12 months

    Last 12mo awards

    1 award

    3 actions

    Historical and award details for MEDIACROSS, INC.
    Obligations: prior → latest
    $5.4M → $1.9M
    −65.2%
    Share: prior → latest
    0.76% → 0.31%
    −0.5 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
  8. #8

    Last 12mo obligations

    $651K

    0.11%

    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% → 0.11%
    +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

    $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
    0.050% → 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
  10. #10

    Last 12mo obligations

    $279K

    0.050%

    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
    0.040% → 0.050%
    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.

  11. #11

    Last 12mo obligations

    $276K

    0.050%

    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
    0.040% → 0.050%
    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
  12. #12

    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.

  13. #13

    Last 12mo obligations

    $184K

    0.030%

    Dollar movement

    −$939K

    vs. prior 12 months

    Last 12mo awards

    4 awards

    4 actions

    Historical and award details for CAMPBELL & CO ADVERTISING AGENCY LLC
    Obligations: prior → latest
    $1.1M → $184K
    −83.6%
    Share: prior → latest
    0.16% → 0.030%
    −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-aside48
    Reported no set-aside00
    Not reported00
    Reported small business48
    All-period set-aside types
    • 13 · Total small business
    • 5 · HUBZone set-aside
    • 2 · 8(a) sole source
    • +1 more types
  14. #14

    Last 12mo obligations

    $169K

    0.030%

    Dollar movement

    +$5K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for MINNESOTA WILD HOCKEY CLUB LP
    Obligations: prior → latest
    $164K → $169K
    +3.0%
    Share: prior → latest
    0.020% → 0.030%
    0.0 percentage points
    All-period obligations
    $333K
    0.010% of all-period positive obligations · 1 award
    Recorded activity
    Since Feb 21, 2025
    through Jan 26, 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.

  15. #15

    Last 12mo obligations

    $126K

    0.020%

    Dollar movement

    −$935K

    vs. prior 12 months

    Last 12mo awards

    1 award

    2 actions

    Historical and award details for SHIELD ANALYSIS TECHNOLOGY LLC
    Obligations: prior → latest
    $1.1M → $126K
    −88.1%
    Share: prior → latest
    0.15% → 0.020%
    −0.1 percentage points
    All-period obligations
    $3.9M
    0.090% of all-period positive obligations · 1 award
    Recorded activity
    Since Jan 25, 2022
    through Apr 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 · 8(a) sole source

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

93.7%

As of Oct 23, 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

84.4%

As of Oct 23, 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

95.4%

As of Oct 23, 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

The reported potential end date is Mar 15, 2027. Current award value is 100.0% of reported potential value ($30.5M of $30.5M).

Performance period

60.7%

As of Oct 23, 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 Oct 23, 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

One action represented 18.6% of the market’s latest 12-month positive obligations.

At $112.8M, the action was large enough to materially affect the latest 12-month market picture.

Award net obligations
$112.8M
Share of 12-month positive obligations
18.6%
Supporting data
Prime contractor
#2 · 20.8% share
+5.6 percentage points · $16.8M net increase; action exceeded it by $96.0M
Funding office
#2 · 18.6% attributed share
+3.4 percentage points · $3.5M net increase; action exceeded it by $109.3M
Related:Unusually large actionLargest share gain
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 $30.5M overall.

Award net obligations
$198.7M
Share of 12-month positive obligations
12.1%
Supporting data
Prime contractor
#1 · 47.3% share
$30.5M net decline despite this positive action
Funding office
#1 · 47.3% attributed share
$30.5M net decline despite this positive action
PIID W9124D24F0010 · Mod P00026
Modification

This action

+$58.0M

DDB CHICAGO INC.

W6WC OCAEM

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.

Why it stands out

This award grew while spending attributed to its office declined.

The modification added $58.0M while office-attributed obligations fell $30.5M overall.

Award net obligations
$110.0M
Share of 12-month positive obligations
9.6%
Supporting data
Prime contractor
#1 · 47.3% share
$30.5M net decline despite this positive action
Funding office
#1 · 47.3% attributed share
$30.5M net decline despite this positive action
PIID W9124D26FA007 · Mod P00001
Modification

This action

+$13.3M

GSD&M LLC

F3PF1G HQ AETC DS

AFRS NATIONAL MARKETING AND ADVERTISING TO 72- MOBILE TOUR OPERATIONS PROGRAM (MTOP)

Why it stands out

The award grew alongside stronger office-attributed spending.

The modification added $13.3M while office-attributed obligations rose $13.3M overall.

Award net obligations
$61.8M
Share of 12-month positive obligations
2.2%
Supporting data
Prime contractor
#3 · 11.4% share
$38.2M net decline despite this positive action
Funding office
#6 · 2.2% attributed share
+2.2 percentage points · $13.3M net increase; action accounted for 100.0%
PIID FA300223F0019 · Mod P00011
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 5.0% 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
5.0%
Supporting data
Prime contractor
#5 · 8.9% share
$9.6M net decline despite this positive action
Funding office
#5 · 8.9% 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 3.3% of the market’s latest 12-month positive obligations while the contractor’s obligations fell $41.8M overall.

Award net obligations
$20.0M
Share of 12-month positive obligations
3.3%
Supporting data
Prime contractor
#4 · 10.5% share
$41.8M net decline despite this positive action
Funding office
#3 · 10.5% attributed share
$42.4M net decline despite this positive action
PIID N0018926FZ007
View recent award activity by date (10)
  1. DIRECTIONAL AD-VANTAGE HOLDINGS, LLCBase award · PIID W50S6N26PA019
    Action+$26K
    Award net obligations$26K
  2. COUNTRY MUSIC ASSOCIATION, INC.Base award · PIID W50S9726PA001
    Action+$65K
    Award net obligations$65K
  3. SHIELD ANALYSIS TECHNOLOGY LLCModification · PIID HDTRA122C0024
    Action+$63K
    Award net obligations$3.9M
  4. GSD&M LLCModification · PIID FA300223F0019
    Action+$13.3M
    Award net obligations$61.8M
  5. DAVIS MANAGEMENT GROUP INCModification · PIID W52P1J22F0086
    Action+$1.6M
    Award net obligations$11.0M
  6. DDB CHICAGO INC.Modification · PIID W9124D26FA007
    Action+$1.0M
    Award net obligations$110.0M
  7. COLORADO SPRINGS CITY GOVERNMENTModification · PIID FA700024P0022
    Action+$31K
    Award net obligations$89K
  8. PUBLIC ALLIANCE, LLCDeobligation · PIID HT001122C0033
    Action−$1K
    Award net obligations$4.4M
  9. DDB CHICAGO INC.Deobligation · PIID W9124D26FA007
    Action−$3.7M
    Award net obligations$110.0M
  10. NATIONAL CINEMEDIA, LLCBase award · PIID W50S9E26PA001
    Action+$25K
    Award net obligations$25K

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 October 23, 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.

    $286,757,689 in positive obligations

  2. #2

    WUNDERMAN THOMPSON LLC

    $126,089,785 in positive obligations

  3. #3

    GSD&M LLC

    $68,999,354 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 15.8% from $720,363,100 in the preceding 12 months to $606,421,415 in the 12 months through October 23, 2026.

Latest 12 months
$606,421,415
Net prime contract obligations
Preceding 12 months
$720,363,100
Net prime contract obligations
Change
−15.8%
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 October 23, 2026.

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

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

From October 24, 2025 through October 23, 2026, DoD reported 66 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
66
Leading reported procedure
Negotiated Proposal/Quote
99.2% of positive obligations
Leading award type
Delivery Order
99.3% of positive obligations
Full and open
99.3%
of positive obligations
Reported parent IDV
99.3%
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 October 23, 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