Advertising Contracts Reopened, Bids Submitted, Giants Merging—It’s All Happening

While this is far from a typical procurement season, we’re starting to see some meaningful signals across the industry—though not always in the ways we’ve come to expect.

Major Federal Bids Submitted Last Week -- Two of the most closely watched federal communications opportunities—DHS’s “If You See Something, Say Something” and the U.S. Coast Guard Public Affairs BPA—had proposals submitted last week. Both are timely, mission-critical programs that reflect a broader trend: campaigns tied to law enforcement and national security are still moving forward, likely influenced by platform priorities associated with the 2024 election cycle.

NHTSA Contract Reopened After Protest -- After winning their longstanding NHTSA communications contract earlier this summer, Stratacomm and other bidders were asked to re-submit proposals in August following a formal protest. It’s a fresh reminder that win or lose, getting a debrief is essential—procurement decisions remain fluid, and stories often continue well after award notices go out.

What’s Ahead: Federal Opportunities in Motion -- Several significant federal opportunities are in early shaping or pre-solicitation stages: Navy Recruitment Advertising, Air Force Recruitment Advertising, and DOD MODES III. Meanwhile, the highly competed HHS Take Back Your Health campaign remains under review, with timelines continuing to shift.

Market Consolidation: Omnicom + IPG Merger -- Omnicom and IPG are merging. While long anticipated, the announcement still marks a major moment in the government communications space. Omnicom topped last year’s GL100 rankings, and its combination with IPG may reshape eligibility, teaming, and the competitive field for large-scale IDIQs and BPAs.

A Quick Thank You -- Last month, we hosted a session for the GrowthLab community recapping our presentation to the 4A’s on what’s next for public sector marketing. Every single attendee stayed for the full 50 minutes—an unusually high engagement rate that reflects just how important and timely this topic has become. Thanks to all who joined.

We’ll continue monitoring the signals—tracking where the market is opening up and where agencies are pulling back.