Army Marketing and Advertising Services
Overview
Buyer
Place of Performance
NAICS
PSC
Set Aside
Original Source
Timeline
Qualification Details
Fit reasons
- NAICS alignment with historical contract wins in similar service areas.
- Scope strongly matches core technical capabilities and delivery model.
Risks
- Past performance thresholds may require one additional teaming partner.
- Potential clarification needed on staffing minimums before bid/no-bid.
Next steps
Validate eligibility requirements, assign capture owner, and schedule partner outreach to confirm teaming strategy before submission planning.
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 Army Marketing and Advertising Services. This market research aims to inform the acquisition strategy for future competitive procurement supporting the U.S. Army's personnel acquisition and retention programs. Responses are due March 31, 2026, at 5:00 PM ET.
Scope of Work
The requirement is for a full range of professional marketing and advertising communication services, including planning and execution of advertising, promotional, and publicity programs. These services support recruiting qualified personnel for enlisted, officer, and civilian roles. Key target audiences include high school/college students (17-26), workforce (under 35), professionals (doctors, lawyers), influencers, and veterans.
Required capabilities include:
- Performance governance and Key Performance Indicator (KPI) tracking.
- Execution of fully integrated omni-channel campaigns.
- Application of rigorous measurement methodologies (media mix modeling, attribution analysis).
- Incorporation of emerging marketing technologies and industry best practices.
- Risk identification, monitoring, and mitigation.
- Ensuring enterprise-wide brand consistency.
- Integration of first-party data insights for segmentation and personalization.
- Support for data-informed decision-making.
Potential Contract Structure
The Government is evaluating multiple acquisition approaches:
- Model A – Integrated Full-Service Prime Contractor: A single prime responsible for comprehensive, enterprise-wide marketing and advertising solutions, including strategic planning, creative/content, production, media strategy/buying, digital marketing, PR/social media, events, market research, and lead management.
- Model B – Hybrid / Modular Architecture: Distribution of responsibilities across multiple contract vehicles or functional domains, potentially including a Lead Technical Support Provider and distinct groups for creative, media strategy/buying, analytics, CRM/MarTech, PR, and emerging technologies.
- Alternative Structures: Integrated media strategy/buying or separation of media strategy/analytics from media buying/placement.
Contract Details & Timeline
- Type: Sources Sought / Request for Information (RFI)
- NAICS: 541810, Advertising Agencies (Small Business Size Standard: $25.5 Million)
- PSC: R701, Advertising Services
- Existing Contract: W9124D19D0001, valued at $4B, awarded to DDB Chicago, Inc., with a 10-year ordering period and cost reimbursement contract types.
- Response Due: March 31, 2026, 5:00 PM ET
- Published: March 12, 2026
- Anticipated Solicitation: Late Spring 2027 (30 days for response)
Submission Requirements
Interested parties must submit a capabilities statement (max 15 pages) addressing company information, business status (small/large, socioeconomic), past performance (at least three projects in last five years), prime contractor capability, input on potential models (Section 5), subcontractor management, technical skills, and small business participation plan. Submissions via email to Kevin Graves (kevin.j.graves7.civ@army.mil) and John Bloch (yonason.bloch.civ@army.mil).
Additional Notes
This is for informational purposes only and is not a Request for Proposal. No funds are available for response preparation. The Government is not associated with third-party emails erroneously referring to this as an RFP or pre-proposal conference.