Commerce Dept Awards $31.7M Advertising Contract to Young & Rubicam LLC

Contract Overview

Contract Amount: $31,689,545 ($31.7M)

Contractor: Young & Rubicam LLC

Awarding Agency: Department of Commerce

Start Date: 2018-12-03

End Date: 2020-12-31

Contract Duration: 759 days

Daily Burn Rate: $41.8K/day

Competition Type: FULL AND OPEN COMPETITION

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: AWARD OF ORDER 13 IGF::OT::IGF

Place of Performance

Location: SUITLAND, PRINCE GEORGES County, MARYLAND, 20746

State: Maryland Government Spending

Plain-Language Summary

Department of Commerce obligated $31.7 million to YOUNG & RUBICAM LLC for work described as: AWARD OF ORDER 13 IGF::OT::IGF Key points: 1. Contract awarded for advertising services to support the U.S. Census Bureau. 2. The contract was awarded under full and open competition, indicating a competitive bidding process. 3. The total value of the award is $31.7 million over a period of 759 days. 4. The fixed-price contract type suggests a clear scope of work and predictable costs.

Value Assessment

Rating: good

The contract value of $31.7 million for advertising services appears reasonable given the duration and scope. Benchmarking against similar large-scale advertising contracts would provide further context on pricing efficiency.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

The contract was awarded through full and open competition, suggesting that multiple vendors had the opportunity to bid. This method generally promotes competitive pricing and ensures the government receives the best value.

Taxpayer Impact: Taxpayers benefit from a competitive bidding process that aims to secure advertising services at the most advantageous price.

Public Impact

Public awareness campaigns for Census Bureau initiatives will be supported by these advertising services. The contract ensures the U.S. Census Bureau has the necessary resources for effective communication with the public. Advertising efforts may focus on increasing participation in census activities and disseminating key information.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Positive Signals

Awarded under full and open competition.
Firm fixed-price contract type.
Significant duration for comprehensive campaign execution.

Sector Analysis

The advertising industry is a dynamic sector. This contract falls under professional services, specifically advertising agencies. Spending benchmarks for government advertising contracts vary widely based on campaign scope and objectives.

Small Business Impact

The data does not indicate if small businesses were involved as subcontractors or prime contractors. Further analysis would be needed to determine small business participation.

Oversight & Accountability

The award process under full and open competition suggests a degree of oversight. However, ongoing monitoring of contract performance and spending is crucial for accountability.

Related Government Programs

Advertising Agencies
Department of Commerce Contracting
U.S. Census Bureau Programs

Risk Flags

Lack of detailed performance history for the contractor.
Absence of specific metrics for campaign effectiveness.
Potential for scope creep in long-term advertising contracts.

Frequently Asked Questions

What is this federal contract paying for?

Department of Commerce awarded $31.7 million to YOUNG & RUBICAM LLC. AWARD OF ORDER 13 IGF::OT::IGF

Who is the contractor on this award?

The obligated recipient is YOUNG & RUBICAM LLC.

Which agency awarded this contract?

Awarding agency: Department of Commerce (U.S. Census Bureau).

What is the total obligated amount?

The obligated amount is $31.7 million.

What is the period of performance?

Start: 2018-12-03. End: 2020-12-31.

What specific advertising services are included in this $31.7 million contract?

The contract details are limited in the provided data. Typically, advertising services can encompass strategy development, creative content production (e.g., commercials, print ads, digital content), media buying, campaign management, and performance analysis. A detailed statement of work would specify the exact deliverables and scope.

What is the historical performance of Young & Rubicam LLC with government contracts?

Information on Young & Rubicam LLC's historical performance with government contracts is not provided. Assessing past performance, including on-time delivery, quality of service, and adherence to budget, is essential for evaluating the risk associated with this award. Government contract databases often contain performance ratings.

How will the effectiveness of the advertising campaigns be measured and reported?

The provided data does not specify the metrics for measuring campaign effectiveness. Effective government contracts typically include clear performance standards and key performance indicators (KPIs) related to reach, engagement, message recall, and ultimately, the achievement of the Census Bureau's communication goals. Regular reporting by the contractor is usually required.

Industry Classification

NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Advertising Agencies

Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › MANAGEMENT SUPPORT SERVICES

Competition & Pricing

Extent Competed: FULL AND OPEN COMPETITION

Solicitation Procedures: NEGOTIATED PROPOSAL/QUOTE

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Parent Company: WPP PLC

Address: 3 COLUMBUS CIR, NEW YORK, NY, 10019

Business Categories: Category Business, Corporate Entity Not Tax Exempt, Foreign-Owned and U.S.-Incorporated Business, Not Designated a Small Business, Special Designations

Financial Breakdown

Contract Ceiling: $32,891,312

Exercised Options: $31,689,545

Current Obligation: $31,689,545

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES PROCEDURES NOT USED

Cost or Pricing Data: NO

Parent Contract

Parent Award PIID: DOCYA132316CQ0003

IDV Type: IDC

Timeline