Top DoD advertising agencies contractors
In the 12 months ending Oct 5, 2026, the Department of Defense obligated $693.6M in net prime contract dollars under NAICS 541810, down 12.9% from $796.1M in the preceding 12 months. 35 prime contractors received positive obligations, and 3 of them accounted for 80% of that spend.
Prime contracts funded by the Department of Defense. Latest 12 months: Oct 6, 2025 to Oct 5, 2026. Source: USAspending.gov.
DoD publishes contract data to USAspending with a 90-day delay, so the most recent months understate DoD activity.
Obligations by fiscal year
Net prime contract obligations by federal fiscal year (October to September).
Top DoD contractors for NAICS 541810
Ranked by positive obligations in the latest 12 months. Share is of all positive obligations in this market.
| # | Contractor | Latest 12 mo | Prior 12 mo | Share | Rank change |
|---|---|---|---|---|---|
| 1 | DDB Chicago Inc. | $313.1M | $390.9M | 45.1% | — |
| 2 | Wunderman Thompson LLC | $127.9M | $109.3M | 18.4% | — |
| 3 | Young & Rubicam LLC | $117.3M | $107.6M | 16.9% | — |
| 4 | Gsd&m LLC | $71.9M | $107.2M | 10.4% | — |
| 5 | Mullenlowe US Inc | $54.1M | $63.7M | 7.8% | — |
| 6 | Mediacross, Inc. | $2.9M | $5.4M | 0.4% | — |
| 7 | Davis Management Group Inc | $2.5M | $1.2M | 0.4% | — |
| 8 | PCI Productions LLC | $651K | $300K | 0.1% | ▲ 9 |
| 9 | Bluf Agency LLC | $546K | $230K | 0.1% | ▲ 15 |
| 10 | Laughlin, Marinaccio & Owens, Inc. | $325K | $324K | 0.1% | ▲ 5 |
| 11 | Minnesota Broadcasters Association | $279K | $271K | 0.0% | ▲ 7 |
| 12 | Blue Sky Innovative Solutions, LLC | $276K | $268K | 0.0% | ▲ 7 |
| 13 | Campbell & Co Advertising Agency LLC | $270K | $1.1M | 0.0% | ▼ 4 |
| 14 | Louisiana Association of Broadcasters | $249K | $249K | 0.0% | ▲ 7 |
| 15 | Minnesota Wild Hockey Club LP | $169K | $164K | 0.0% | ▲ 14 |
What changed in the last 12 months
Contractors with the largest change in reported obligations versus the preceding 12 months.
Largest gains
- Wunderman Thompson LLC$109.3M → $127.9M (+$18.6M) · now #2
- Young & Rubicam LLC$107.6M → $117.3M (+$9.8M) · now #3
- Davis Management Group Inc$1.2M → $2.5M (+$1.3M) · now #7
Largest declines
- DDB Chicago Inc.$390.9M → $313.1M (−$77.9M) · now #1
- Gsd&m LLC$107.2M → $71.9M (−$35.3M) · now #4
- Mullenlowe US Inc$63.7M → $54.1M (−$9.6M) · now #5
New to this market
8 contractors received their first obligations in this market (since FY2022) during the latest 12 months. The largest:
| Contractor | First obligation | Latest 12 mo |
|---|---|---|
| Intersection Media, LLC | Jun 12, 2026 | $77K |
| United Heroes League | Jan 8, 2026 | $50K |
| Adoskope LLC | Mar 30, 2026 | $47K |
| Pacific Outdoor Advertising, L.L.C. | May 29, 2026 | $35K |
| Directional AD-Vantage Holdings, LLC | Apr 29, 2026 | $30K |
| Minnesota Medical Association | Jan 29, 2026 | $21K |
| Block 22 LLC | Jan 30, 2026 | $10K |
| Amaka Communications and Consulting, LLC | Jun 17, 2026 | $9K |
Where the money comes from
Funding sub-agencies within the Department of Defense, latest 12 months. The funding organization can differ from the office that runs the requirement.
| Funding sub-agency | Latest 12 mo | Prior 12 mo | Change |
|---|---|---|---|
| Department of the Army | $317.7M | $396.4M | Down $78.8M (19.9%) |
| Department of the Navy | $233.4M | $223.3M | Up $10.1M (4.5%) |
| Department of the Air Force | $73.0M | $109.5M | Down $36.5M (33.4%) |
| Defense Human Resources Activity | $54.1M | $63.7M | Down $9.6M (15.1%) |
| Immediate Office of the Secretary of Defense | $15.0M | $0 | New |
| Defense Security Cooperation Agency | $276K | $268K | Up $8K (3.0%) |
Potential recompetes
Large awards in this market whose current period of performance ends in the next 18 months. Treat these as research leads: options, extensions, and follow-on vehicles often change the timing.
| Award | Incumbent | Obligated | Current end |
|---|---|---|---|
| W9124D26FA007 | 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… | $110.0M | Nov 15, 2026 |
| W9124D26FA006 | DDB Chicago Inc. THE PROGRAM PROVIDES THE ARMY WITH FULL-SERVICE ADVERTISING TO PROVIDE A NATIONWIDE ADVERTISING CAMPAIGN FOR PERSONNEL RECRUITMENT AND RETENTION PROGRAMS THROUGHOUT THE ARMY. | $81.3M | Nov 15, 2026 |
| FA300225F0018 | Gsd&m LLC PROVIDE ALL LABOR, EQUIPMENT, MATERIALS, SUPPLIES, TOOLS, TRAVEL AND ALL ITEMS NECESSARY TO MAINTAIN A LEADS DATA PROCESSING SYSTEM THAT ELECTRONICALLY CAPTURES, TRACKS,… | $44.6M | Nov 30, 2026 |
| N0018926FD069 | Young & Rubicam LLC DIGITAL MEDIA AND INTERNET ADVERTISING SERVICES IN SUPPORT OF THE NAVY RECRUITING COMMAND (NRC), FY 26 Q3 - Q4 | $35.0M | Nov 30, 2026 |
| M9549426F7002 | Wunderman Thompson LLC MCRC MARKETING ADVERTISING INITIATIVES, ANNUAL MARKETING PLAN (2026) | $112.8M | Dec 19, 2026 |
| FA300223F0007 | Gsd&m LLC AIR FORCE RECRUITING SERVICES NATIONAL MARKETING AND ADVERTISING TASK ORDER FOR LOCAL DIGITAL ENGAGEMENT SERVICES. | $60.7M | Dec 31, 2026 |
| W9124D24F0010 | DDB Chicago Inc. FY24 DATA & PERFORMANCE | $198.7M | Jan 29, 2027 |
| H9821026FE046 | Mullenlowe US Inc MEDIA PLACEMENT SUPPORT SERVICES | $30.5M | Mar 15, 2027 |
| W9124D25F0128 | DDB Chicago Inc. ARMY AD _ RESEARCH AND INNOVATION TASK ORDER(TO) | $28.8M | Mar 25, 2027 |
| FA300223F0019 | Gsd&m LLC AIR FORCE RECRUITING NATIONAL MARKETING & ADVERTISING TASK ORDER FOR MOBILE TOUR OPERATIONS PROGRAM (MTOP) | $61.8M | Apr 30, 2027 |
Common questions
Who are the top DoD contractors for NAICS 541810?
In the latest 12 months, DDB Chicago Inc. ($313.1M), Wunderman Thompson LLC ($127.9M), Young & Rubicam LLC ($117.3M) received the most DoD obligations for advertising agencies.
How concentrated is this market?
The eight largest primes held 99.5% of positive obligations, and DDB Chicago Inc. alone held 45.1%. 8 contractors won their first obligations in this market during the latest 12 months.
Are any large DoD NAICS 541810 contracts ending soon?
10 of the largest awards in this market reach their current end date in the next 18 months. The first is W9124D26FA007 (DDB Chicago Inc., $110.0M obligated), ending Nov 15, 2026. An end date is a research lead, not a confirmed recompete: options and extensions often move it.
Related markets
NAICS 541810 across all agencies
HHS · NAICS 541810
$203.6MDOT · NAICS 541810
$91.8MDHS · NAICS 541810
$44.5MDOJ · NAICS 541810
$13.7MVA · NAICS 541810
$5.4MFigures are net obligations on prime contracts (award types A–D) from USAspending.gov, grouped by funding agency and the NAICS code on each award. Net obligations include deobligations and corrections, so they can differ from positive-obligation totals. See methodology.
Ready to connect your pursuit work?
GovEagle gives BD directors, capture managers, and proposal teams one AI workspace from pipeline through proposal, with CMMC/FedRAMP Certified compliance built in.