Federal Capture Intelligence

Advertising Agencies contractors at the Department of Defense

Contract actions: October 1, 2021 – July 27, 2026 Updated July 28, 2026 Department of Defense agency guide NAICS 541810 · Advertising Agencies
Latest 12 months
$726.5M
Net obligations · Down $118.1M vs. $844.6M preceding
Prime contractors
51
With positive obligations in the latest 12 months

Market snapshot for Advertising Agencies at the Department of Defense

Federal records show $4.3B in net obligations across 646 awards in Advertising Agencies at the Department of Defense from Oct 1, 2021 through Jul 27, 2026. This market accounts for 0.20% of $2.1T in agency-wide net prime contract obligations over the period shown. Latest 12-month net obligations decreased 14.0% from $844.6M to $726.5M. 3 prime contractors accounted for at least 80% of positive obligations in that latest period.

Fiscal-year activity

FY26 is year-to-date through Jul 27, 2026; earlier years show complete fiscal-year totals.

FY26 year-to-date: $606.3M versus $676.0M through the same date in FY25 (−10.3%).
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$939.5M427Complete
FY2025$796.1M425Complete
FY2026$606.3M147YTD through Jul 27, 2026

Market at a glance

All reported prime contract awards
All-period net obligations
$4.3B
646 awards · 140 prime contractors
Latest 12-month movement
−14.0%
$726.5M vs. $844.6M
Leading eight prime share
99.2%
Share held by the eight leading prime contractors in the latest 12 months
View agency share, denominators, and set-aside reporting
Agency context
0.20% of $2.1T in agency-wide net obligations.
Set-aside share when reported
38.0% of 229 awards with reported set-aside status.
Set-aside reporting
87 set aside · 142 no set-aside · 417 not reported

What changed in the last 12 months?

Jul 28, 2025–Jul 27, 2026, compared with Jul 28, 2024–Jul 27, 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
$123.5M→$70.0M−$53.5M
Latest-period activity spans 33 awards across 2 prime contractors.

Competitive shifts

YOUNG & RUBICAM LLC had the largest decline in reported obligations
$122.8M→$69.9M−$52.9M
The contractor now ranks #4 by positive obligations and accounts for 9.6% of positive obligations, based on 47 reported actions.
DDB CHICAGO INC. gained the most market share
46.4%→50.2%+3.8 percentage points
The contractor now ranks #1 by positive obligations, based on 68 reported actions.
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.

Funding pattern for Advertising Agencies at the Department of Defense

See how positive obligations were attributed across funding offices in the 12 months ending Jul 27, 2026.

50.2% of positive obligations were attributed to W6WC OCAEM. That represents $364.5M, down $27.1M from the preceding 12 months.

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

  1. W6WC OCAEM50.2% · $364.5M · down $27.1M
  2. COMMANDING GENERAL15.5% · $112.8M · down $32.7M
  3. NAVY RECRUITING COMMAND9.6% · $70.0M · down $53.5M
  4. HQ AFRS CCEA7.7% · $55.7M · up $55.7M
  5. DEFENSE HUMAN RESOURCES ACTIVITY7.6% · $55.4M · down $7.0M
  6. All other reported offices9.4% 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

    $364.5M

    50.2% of positive obligations

    Versus preceding 12 months

    −$27.1M

    1 active prime contractor · 13 awards

    View office comparison and evidence

    Reported obligations decreased 6.9% from $391.5M to $364.5M. The office’s share of positive obligations moved from 46.3% to 50.2%, a change of +3.9 percentage points.

    The latest period contains 68 actions across 13 awards. The preceding period contained 1 active prime contractor and 27 awards.

  2. Reported funding office

    COMMANDING GENERAL

    #2Rank unchanged

    Latest 12 months

    $112.8M

    15.5% of positive obligations

    Versus preceding 12 months

    −$32.7M

    1 active prime contractor · 2 awards

    View office comparison and evidence

    Reported obligations decreased 22.5% from $145.5M to $112.8M. The office’s share of positive obligations moved from 17.2% to 15.5%, a change of −1.7 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

    $70.0M

    9.6% of positive obligations

    Versus preceding 12 months

    −$53.5M

    2 active prime contractors · 33 awards

    View office comparison and evidence

    Reported obligations decreased 43.3% from $123.5M to $70.0M. The office’s share of positive obligations moved from 14.6% to 9.6%, a change of −5.0 percentage points.

    The latest period contains 48 actions across 33 awards and 1 newly active prime contractor. The preceding period contained 4 active prime contractors and 52 awards.

    Leading award-level changes

  4. Reported funding office

    HQ AFRS CCEA

    #4New to the positive-obligation ranking

    Latest 12 months

    $55.7M

    7.7% 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 7.7%, a change of +7.7 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

    $55.4M

    7.6% of positive obligations

    Versus preceding 12 months

    −$7.0M

    1 active prime contractor · 8 awards

    View office comparison and evidence

    Reported obligations decreased 11.3% from $62.5M to $55.4M. The office’s share of positive obligations moved from 7.4% to 7.6%, a change of +0.2 percentage points.

    The latest period contains 9 actions across 8 awards. The preceding period contained 1 active prime contractor and 7 awards.

  6. Reported funding office

    HQ AFRS FM

    #6Rank unchanged

    Latest 12 months

    $29.3M

    4.0% of positive obligations

    Versus preceding 12 months

    −$23.4M

    1 active prime contractor · 9 awards

    View office comparison and evidence

    Reported obligations decreased 44.4% from $52.7M to $29.3M. The office’s share of positive obligations moved from 6.2% to 4.0%, a change of −2.2 percentage points.

    The latest period contains 13 actions across 9 awards. The preceding period contained 1 active prime contractor and 26 awards.

  7. Reported funding office

    F3PF1G HQ AETC DS

    #7New to the positive-obligation ranking

    Latest 12 months

    $13.3M

    1.8% 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 1.8%, a change of +1.8 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

    1.8% 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 1.8%, a change of +1.8 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

    0.39% of positive obligations

    Versus preceding 12 months

    −$1.5M

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations decreased 34.7% from $4.4M to $2.8M. The office’s share of positive obligations moved from 0.52% to 0.39%, 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 2 awards.

  10. Reported funding office

    W4NJ USA CHIEF INFO OFF G6

    #10Down 2 from #8

    Latest 12 months

    $2.5M

    0.35% of positive obligations

    Versus preceding 12 months

    +$739K

    1 active prime contractor · 1 award

    View office comparison and evidence

    Reported obligations increased 41.7% from $1.8M to $2.5M. The office’s share of positive obligations moved from 0.21% to 0.35%, a change of +0.1 percentage points.

    The latest period contains 5 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

    −$53.4M

    0 active prime contractors · 0 awards

    View office comparison and evidence

    Reported obligations decreased 100.0% from $53.4M to $0. The office’s share of positive obligations moved from 6.3% to 0%, a change of −6.3 percentage points.

    The latest period contains 0 actions across 0 awards. The preceding period contained 1 active prime contractor and 8 awards.

How this work is bought

Reported award structure, competition, pricing, work categories, and contracting channels for Advertising Agencies at the Department of Defense.

During Jul 28, 2025–Jul 27, 2026, this market recorded $746.6M in positive net award obligations across 112 awards. The leading reported procedure, Negotiated Proposal/Quote, accounted for 98.8% of that positive-obligation base. Awards with a reported parent IDV accounted for 98.8%.

Leading award type
98.8%
Delivery Order
Leading reported procedure
98.8%
Negotiated Proposal/Quote
Reported parent IDV
98.8%
of positive obligations had a reported parent IDV
Median reported offers
1
60 of 112 awards reported offers

Same-NAICS comparison

Compared with the NAICS 541810 peer median, parent-IDV obligation share is 42.6 percentage points higher, reported full-and-open obligation share is 43.0 percentage points higher, delivery-order obligation share is 48.2 percentage points higher, and median positive award obligations are 65.7% lower.

MeasureThis marketPeer medianDifference
Parent-IDV obligation share98.8%56.2%+42.6 pts
Reported full-and-open obligation share98.8%55.8%+43.0 pts
Delivery-order obligation share98.8%50.6%+48.2 pts
Median positive award obligations$221K$645K-65.7%
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)59$737.6M98.8%
Definitive Contract(D)15$6.1M0.82%
Purchase Order(B)36$2.6M0.35%
BPA Call(A)2$271K0.040%

Reported parent-award types

Reported valueAwardsPositive obligationsShare
IDC(B)52$734.4M98.4%
FSS(C)7$3.3M0.44%
BPA(E)2$271K0.040%
Not reported51$8.7M1.2%

Single- or multiple-award parent structure

Reported valueAwardsPositive obligationsShare
Single Award(S)52$734.4M98.4%
Multiple Award(M)9$3.5M0.47%
Not reported51$8.7M1.2%

Solicitation procedures

Reported valueAwardsPositive obligationsShare
Negotiated Proposal/Quote(NP)54$737.4M98.8%
Simplified Acquisition(SP1)29$3.5M0.47%
Subject To Multiple Award Fair Opportunity(MAFO)7$3.3M0.44%
Only One Source(SSS)22$2.5M0.33%

Extent competed

Reported valueAwardsPositive obligationsShare
Full And Open Competition(A)59$737.6M98.8%
Full And Open Competition After Exclusion Of Sources(D)2$3.0M0.41%
Not Competed Under SAP(G)15$2.2M0.30%
Not Competed(C)18$1.8M0.24%
Competed Under SAP(F)14$1.3M0.17%
Not Available For Competition(B)4$649K0.090%

Fair-opportunity and limited-source reporting

Reported valueAwardsPositive obligationsShare
Competitive Set Aside(CSA)6$3.2M0.43%
Fair Opportunity Given(FAIR)1$50K0.010%
Not reported105$743.4M99.6%

Other-than-full-and-open reasons

Reported valueAwardsPositive obligationsShare
Authorized By Statute (FAR 6.302-5(A)(2)(I))(OTH)7$1.7M0.23%
Only One Source-Other (FAR 6.302-1 Other)(ONE)14$1.6M0.21%
SAP Non-Competition (FAR 13)(SP2)12$1.2M0.15%
Follow-On Contract (FAR 6.302-1(A)(2)(Ii/Iii))(FOC)1$169K0.020%
Unique Source (FAR 6.302-1(B)(1))(UNQ)3$53K0.010%
Not reported75$742.0M99.4%

Contract pricing types

Reported valueAwardsPositive obligationsShare
Firm Fixed Price(J)97$290.9M39.0%
Cost Plus Fixed Fee(U)9$273.3M36.6%
Cost No Fee(S)6$182.5M24.4%

Product or Service Codes

Reported valueAwardsPositive obligationsShare
Support- Management: Advertising(R701)93$741.5M99.3%
Support- Administrative: Other(R699)3$2.7M0.36%
Support- Management: Public Relations(R708)2$777K0.10%
Support- Professional: Communications(R426)5$740K0.10%
Photo/Map/Print/Publication- Arts/Graphics(T001)1$276K0.040%
Support- Professional: Market Research/Public Opinion(R422)1$212K0.030%
Other reported values7$426K0.057%

Awarding subagencies

Reported valueAwardsPositive obligationsShare
Department of the Army(2100)58$386.2M51.7%
Department of the Navy(1700)32$205.2M27.5%
Department of the Air Force(5700)11$99.1M13.3%
Defense Human Resources Activity(9748)7$55.4M7.4%
U.S. Special Operations Command(97ZS)2$317K0.040%
Washington Headquarters Services(97F5)1$276K0.040%
Other reported values1$126K0.017%

Awarding offices

Reported valueAwardsPositive obligationsShare
W6qm Micc-Ft Knox(W9124D)9$378.3M50.7%
Commanding Officer(M95494)2$126.1M16.9%
Fa3002 338 Ess Cc(FA3002)8$98.4M13.2%
Defense Human Resources Activity(H98210)7$55.4M7.4%
Navsup Flt Log Ctr Norfolk(N00189)6$55.4M7.4%
Navy Recruiting Command(N66715)22$20.8M2.8%
Other reported values58$12.2M1.6%

Reported parent IDVs

Reported valueAwardsPositive obligationsShare
W9124D19D0001(9700)9$378.3M50.7%
M9549425D0001(9700)2$126.1M16.9%
FA300218D0008(9700)8$98.4M13.2%
N0018921DZ024(9700)26$76.2M10.2%
H9821023D0004(9700)7$55.4M7.4%
47QRAA20D000A(4732)1$2.5M0.34%
47QRAA20D003S(4732)4$668K0.090%
W50S7T24AA002(9700)1$225K0.030%
Other reported values3$132K0.018%
Not reported51$8.7M1.2%

Offers, award size, and timing

Median reported offers
1 median
60 reported · 52 not reported
Positive award obligations
$221K median
$50K–$2.5M middle 50%
Reported performance period
364 days (~12 months) median
112 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 Jul 27, 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.

Prime contractors for Advertising Agencies at the Department of Defense

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

Prime contractor concentration
3 of 51prime contractors account for at least 80% of positive obligations in the last 12 months
Largest prime contractor
50.2%of positive obligations in the last 12 months
Leading four prime contractors
90.7%of positive obligations in the last 12 months
Leading eight prime contractors
99.2%of positive obligations in the last 12 months

Based on $726.5M in positive obligations during the 12 months ending Jul 27, 2026. Individual shares and movement appear in the searchable rankings below. Movement compares with Jul 28, 2024–Jul 27, 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

    $364.5M

    50.2%

    Dollar movement

    −$27.1M

    vs. prior 12 months

    Last 12mo awards

    13 awards

    68 actions

    Historical and award details for DDB CHICAGO INC.
    Obligations: prior → latest
    $391.5M → $364.5M
    −6.9%
    Share: prior → latest
    46.4% → 50.2%
    +3.8 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 reported1327
    Reported small business00
    All-period set-aside types

    None reported.

  2. #2

    Last 12mo obligations

    $126.1M

    17.4%

    Dollar movement

    −$19.5M

    vs. prior 12 months

    Last 12mo awards

    3 awards

    4 actions

    Historical and award details for WUNDERMAN THOMPSON LLC
    Obligations: prior → latest
    $145.5M → $126.1M
    −13.4%
    Share: prior → latest
    17.2% → 17.4%
    +0.1 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

    13.5%

    Dollar movement

    −$8.0M

    vs. prior 12 months

    Last 12mo awards

    11 awards

    30 actions

    Historical and award details for GSD&M LLC
    Obligations: prior → latest
    $106.4M → $98.3M
    −7.6%
    Share: prior → latest
    12.6% → 13.5%
    +0.9 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 reported1133
    Reported small business00
    All-period set-aside types

    None reported.

  4. #4

    Last 12mo obligations

    $69.9M

    9.6%

    Dollar movement

    −$52.9M

    vs. prior 12 months

    Last 12mo awards

    32 awards

    47 actions

    Historical and award details for YOUNG & RUBICAM LLC
    Obligations: prior → latest
    $122.8M → $69.9M
    −43.1%
    Share: prior → latest
    14.5% → 9.6%
    −4.9 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 reported3249
    Reported small business00
    All-period set-aside types

    None reported.

  5. #5

    Last 12mo obligations

    $55.4M

    7.6%

    Dollar movement

    −$7.9M

    vs. prior 12 months

    Last 12mo awards

    8 awards

    9 actions

    Historical and award details for MULLENLOWE US INC
    Obligations: prior → latest
    $63.3M → $55.4M
    −12.4%
    Share: prior → latest
    7.5% → 7.6%
    +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 reported813
    Reported small business00
    All-period set-aside types

    None reported.

  6. #6

    Last 12mo obligations

    $2.8M

    0.39%

    Dollar movement

    −$1.5M

    vs. prior 12 months

    Last 12mo awards

    1 award

    4 actions

    Historical and award details for MEDIACROSS, INC.
    Obligations: prior → latest
    $4.4M → $2.8M
    −34.7%
    Share: prior → latest
    0.52% → 0.39%
    −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-aside01
    Not reported00
    Reported small business12
    All-period set-aside types
    • 1 · Total small business
  7. #7

    Last 12mo obligations

    $2.5M

    0.35%

    Dollar movement

    +$739K

    vs. prior 12 months

    Last 12mo awards

    1 award

    5 actions

    Historical and award details for DAVIS MANAGEMENT GROUP INC
    Obligations: prior → latest
    $1.8M → $2.5M
    +41.7%
    Share: prior → latest
    0.21% → 0.35%
    +0.1 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

    $1.2M

    0.17%

    Dollar movement

    +$946K

    vs. prior 12 months

    Last 12mo awards

    8 awards

    10 actions

    Historical and award details for CAMPBELL & CO ADVERTISING AGENCY LLC
    Obligations: prior → latest
    $290K → $1.2M
    +326.1%
    Share: prior → latest
    0.030% → 0.17%
    +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-aside84
    Reported no set-aside00
    Not reported00
    Reported small business84
    All-period set-aside types
    • 13 · Total small business
    • 5 · HUBZone set-aside
    • 2 · 8(a) sole source
    • +1 more types
  9. #9

    Last 12mo obligations

    $651K

    0.090%

    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% → 0.090%
    +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
  10. #10

    Last 12mo obligations

    $464K

    0.060%

    Dollar movement

    +$169K

    vs. prior 12 months

    Last 12mo awards

    6 awards

    9 actions

    Historical and award details for LEARFIELD COMMUNICATIONS, LLC
    Obligations: prior → latest
    $295K → $464K
    +57.3%
    Share: prior → latest
    0.030% → 0.060%
    0.0 percentage points
    All-period obligations
    $1.2M
    0.030% of all-period positive obligations · 18 awards
    Recorded activity
    Since Mar 14, 2022
    through Nov 24, 2025

    Award reporting

    Latest and prior 12-month award reporting
    Reported award evidenceLatestPrior
    Reported set-aside00
    Reported no set-aside67
    Not reported00
    Reported small business12
    All-period set-aside types

    None reported.

  11. #11

    Last 12mo obligations

    $424K

    0.060%

    Dollar movement

    +$12K

    vs. prior 12 months

    Last 12mo awards

    1 award

    1 action

    Historical and award details for CALIFORNIA BROADCASTERS ASSOCIATION
    Obligations: prior → latest
    $412K → $424K
    +3.0%
    Share: prior → latest
    0.050% → 0.060%
    0.0 percentage points
    All-period obligations
    $1.2M
    0.030% of all-period positive obligations · 1 award
    Recorded activity
    Since Sep 30, 2023
    through Aug 19, 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.

  12. #12

    Last 12mo obligations

    $325K

    0.040%

    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% → 0.040%
    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
  13. #13

    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.

  14. #14

    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
  15. #15

    Last 12mo obligations

    $249K

    0.030%

    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% → 0.030%
    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.

Recompete watch for Advertising Agencies at the Department of Defense

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

69.5%

As of Jul 27, 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

60.3%

As of Jul 27, 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

89.6%

As of Jul 27, 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

36.5%

As of Jul 27, 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 Jul 27, 2026; reported dates and values can change through later modifications.

Award activity for Advertising Agencies at the Department of Defense

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 15.5% of the market’s latest 12-month positive obligations while the contractor’s obligations fell $19.5M overall.

Award net obligations
$112.8M
Share of 12-month positive obligations
15.5%
Supporting data
Prime contractor
#2 · 17.4% share
$19.5M net decline despite this positive action
Funding office
#2 · 15.5% attributed share
$32.7M 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 $27.1M overall.

Award net obligations
$198.7M
Share of 12-month positive obligations
10.1%
Supporting data
Prime contractor
#1 · 50.2% share
$27.1M net decline despite this positive action
Funding office
#1 · 50.2% attributed share
$27.1M 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 $27.1M overall.

Award net obligations
$110.0M
Share of 12-month positive obligations
8.0%
Supporting data
Prime contractor
#1 · 50.2% share
$27.1M net decline despite this positive action
Funding office
#1 · 50.2% attributed share
$27.1M 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
1.8%
Supporting data
Prime contractor
#3 · 13.5% share
$8.0M net decline despite this positive action
Funding office
#7 · 1.8% attributed share
+1.8 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 4.2% of the market’s latest 12-month positive obligations while the contractor’s obligations fell $7.9M overall.

Award net obligations
$30.5M
Share of 12-month positive obligations
4.2%
Supporting data
Prime contractor
#5 · 7.6% share
$7.9M net decline despite this positive action
Funding office
#5 · 7.6% attributed share
$7.0M 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 2.8% of the market’s latest 12-month positive obligations while the contractor’s obligations fell $52.9M overall.

Award net obligations
$20.0M
Share of 12-month positive obligations
2.8%
Supporting data
Prime contractor
#4 · 9.6% share
$52.9M net decline despite this positive action
Funding office
#3 · 9.6% attributed share
$53.5M net decline despite this positive action
PIID N0018926FZ007
View recent award activity by date (10)
  1. SHIELD ANALYSIS TECHNOLOGY LLCModification · PIID HDTRA122C0024
    Action+$63K
    Award net obligations$3.9M
  2. GSD&M LLCModification · PIID FA300223F0019
    Action+$13.3M
    Award net obligations$61.8M
  3. DAVIS MANAGEMENT GROUP INCModification · PIID W52P1J22F0086
    Action+$1.6M
    Award net obligations$11.0M
  4. DDB CHICAGO INC.Modification · PIID W9124D26FA007
    Action+$1.0M
    Award net obligations$110.0M
  5. COLORADO SPRINGS CITY GOVERNMENTModification · PIID FA700024P0022
    Action+$31K
    Award net obligations$89K
  6. PUBLIC ALLIANCE, LLCDeobligation · PIID HT001122C0033
    Action−$1K
    Award net obligations$4.4M
  7. DDB CHICAGO INC.Deobligation · PIID W9124D26FA007
    Action−$3.7M
    Award net obligations$110.0M
  8. NATIONAL CINEMEDIA, LLCBase award · PIID W50S9E26PA001
    Action+$25K
    Award net obligations$25K
  9. DDB CHICAGO INC.Modification · PIID W9124D25F0128
    Action+$5.6M
    Award net obligations$28.8M
  10. GSD&M LLCModification · PIID FA300224F0148
    Action+$285K
    Award net obligations$3.1M

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Related market research

Complete market indexes:

Same NAICS at other agencies:

Nearby NAICS at this agency:

Leading-prime vehicle memberships:

Company memberships do not establish award-channel use.

Reported obligations include contract actions from October 1, 2021 through July 27, 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