Army Marketing and Advertising Services

Quick Summary

The Mission and Installation Contracting Command (MICC) – Fort Knox, on behalf of the Army Enterprise Marketing Office (AEMO), has issued a Sources Sought Notice for U.S. Army Marketing and Advertising Services. This market research aims to inform future acquisition strategy and identify qualified parties for potential competitive procurements. The current contract, valued at $4B, was awarded to DDB Chicago, Inc. and has a 10-year ordering period. Responses are due March 31, 2026, at 5:00 PM ET.

Purpose & Scope

The Army's marketing and advertising program supports personnel acquisition and retention for the Total Army, targeting diverse audiences including high school/college students, workforce members, professionals, influencers, and veterans. The contractor must provide a full range of professional marketing and advertising communication services, including planning and execution of advertising, promotional, and publicity programs.

Required capabilities include:

• Structured performance governance and KPI tracking.
• Execution of fully integrated omni-channel campaigns.
• Rigorous measurement methodologies (media mix modeling, attribution analysis).
• Incorporation of emerging marketing technologies and best practices.
• Risk identification, monitoring, and mitigation processes.
• Ensuring enterprise-wide brand consistency and coordinated communications.
• Integration of first-party data insights for personalization and optimization.
• Supporting data-informed decision-making.

Potential Contract Structures

The Government is evaluating multiple acquisition approaches, including:

• Model A – Integrated Full-Service Prime Contractor: A single prime responsible for comprehensive, enterprise-wide marketing and advertising solutions, including strategic planning, creative, production, media strategy/buying, digital marketing, PR, events, market research, and lead management.
• Model B – Hybrid / Modular Architecture: Strategic planning, advisory, and execution responsibilities distributed across multiple contract vehicles or functional domains (e.g., Lead Technical Support Provider, distinct evaluation groups for Creative, Media Strategy, Media Buying, Analytics, CRM, PR, Innovation, Contact Center).
• Alternative Structures: Integrated Media Strategy and Media Buying under one contractor, or separation of Media Strategy/Performance Analytics from Media Buying/Placement.

Contract Details

• Notice Type: Sources Sought and Request for Information (RFI).
• NAICS: 541810, Advertising Agencies (Small Business Size Standard: $25.5 Million).
• PSC: R701, Advertising Services.
• Set-Aside: Historically not set aside for small businesses; however, subcontracting opportunities may exist. Businesses of all sizes are encouraged to respond.
• Place of Performance: Chicago, IL 60604, United States.

Submission Requirements

Interested parties must submit a capabilities statement (max 15 pages) by March 31, 2026, 5:00 PM ET, via email to kevin.j.graves7.civ@army.mil and yonason.bloch.civ@army.mil. The statement should address:

• Company information (name, address, website, POCs, CAGE, UEI).
• Business status (small/large, socioeconomic categories).
• Past performance (at least three projects within 5 years of similar size/scope).
• Prime contractor capability for large-scale, integrated campaigns.
• Input on feasibility, risks, and effectiveness of potential models (Section 5).
• Subcontractor management experience.
• Specific technical skills and resources.
• Small business participation approach (for large businesses) or ability to perform 50% (for small businesses).

Important Notes

This is for informational purposes only and is not a Request for Proposal (RFP). The Government is not obligated to award a contract or pay for responses. A solicitation is expected in late Spring 2027 with a 30-day response period.