The New Federal Reality: Fewer RFPs, More Bidders, Less Predictability

Across the federal marketing space, the competitive landscape is shifting fast—and not in ways most firms were prepared for.

Where agencies once leaned on structured vehicles or ran open competitions, we’re now seeing fewer solicitations, more bidders per opportunity, and increased use of limited-source pathways.

The result? Pricing pressure is intensifying—often approaching LPTA levels—even for complex, high-impact communications work.

At the same time, procurement through GSA MAS and small business set-asides is quietly expanding—particularly at HHS, where major campaigns like the pending “Take Back Your Health” effort have been limited to a select group of small businesses on Schedule. These awards are often made without a public RFP, and that pattern is only accelerating.

Even some of the most anticipated contract vehicles haven’t delivered. NIH PICS III, despite years of buildup, has yet to see any meaningful traction. And others—like the CMS NEC IDIQ and CDC’s Health Marketing BPA—have seen major task orders bypass the vehicles entirely in favor of open market awards, defying the expectations of past cycles.

But there are signs of movement.

In the last couple weeks, we’ve seen a slow but promising uptick in RFI activity across agencies—suggesting that after months of volatility and internal recalibration, comms needs are beginning to re-enter the pipeline.

It’s not back to normal—but there’s momentum. And that’s something to build on.