Commerce Dept. Awards $69.5M for Census Communications, Boosting Advertising Agencies Sector
Contract Overview
Contract Amount: $69,481,380 ($69.5M)
Contractor: True North Communications Inc
Awarding Agency: Department of Commerce
Start Date: 2009-09-03
End Date: 2010-09-30
Contract Duration: 392 days
Daily Burn Rate: $177.2K/day
Number of Offers Received: 1
Pricing Type: COMBINATION (TWO OR MORE)
Sector: Other
Official Description: TAS::13 0451::TAS INITIAL AWARD OF TO-023 ADDITIONAL MEDIA SERVICES, RESEARCH, CREATIVE PRODUCTION, AND RAPID RESPONSE SERVICES IN SUPPORT OF THE 2010 CENSUS COMMUNICATIONS CAMPAIGN - TO-023, )
Place of Performance
Location: DISTRICT HEIGHTS, PRINCE GEORGE'S County, MARYLAND, 20747
State: Maryland Government Spending
Plain-Language Summary
Department of Commerce obligated $69.5 million to TRUE NORTH COMMUNICATIONS INC for work described as: TAS::13 0451::TAS INITIAL AWARD OF TO-023 ADDITIONAL MEDIA SERVICES, RESEARCH, CREATIVE PRODUCTION, AND RAPID RESPONSE SERVICES IN SUPPORT OF THE 2010 CENSUS COMMUNICATIONS CAMPAIGN - TO-023, ) Key points: 1. Significant award to a single advertising agency highlights concentrated spending. 2. The contract supports critical 2010 Census outreach, impacting public awareness. 3. Spending is concentrated in the Advertising Agencies sector (NAICS 541810). 4. The duration of 392 days suggests a focused, short-term campaign need.
Value Assessment
Rating: good
The award amount of $69.5M for a 13-month period appears substantial for advertising services. Benchmarking against similar large-scale government communication campaigns would be necessary for a precise assessment, but it suggests a significant investment in public outreach.
Cost Per Unit: N/A
Competition Analysis
Competition Level: unknown
The contract type is listed as 'COMBINATION (TWO OR MORE)', but the competition method is not specified. Without details on the solicitation process, it's difficult to assess how effectively competition drove price discovery and ensured the best value.
Taxpayer Impact: Taxpayer funds are being used for a large-scale public information campaign, aiming to ensure accurate census participation. The effectiveness of the campaign in achieving its goals will ultimately determine the value for taxpayers.
Public Impact
Ensures public awareness and participation in the 2010 Census. Supports the critical function of data collection for national representation. Funds advertising and creative services, impacting the media and communications industry.
Waste & Efficiency Indicators
Waste Risk Score: 50 / 10
Warning Flags
- Lack of specified competition method hinders value assessment.
- Potential for cost overruns in large-scale media campaigns.
Positive Signals
- Supports a vital national civic function (Census).
- Clear objective for the awarded services.
- Awarded to a single entity for focused execution.
Sector Analysis
The Advertising Agencies sector (NAICS 541810) is characterized by creative services, media buying, and campaign management. This award represents a significant portion of spending within this sector for the period, likely driven by the scale of the Census.
Small Business Impact
The data does not indicate any specific set-asides for small businesses. The large contract value suggests it may have been awarded to a larger firm or a joint venture, potentially limiting direct small business participation unless subcontracting occurred.
Oversight & Accountability
Oversight would typically involve monitoring campaign performance, budget adherence, and contractor deliverables. The U.S. Census Bureau is responsible for ensuring the effective use of funds and achievement of communication goals.
Related Government Programs
- Advertising Agencies
- Department of Commerce Contracting
- U.S. Census Bureau Programs
Risk Flags
- Lack of transparency in competition method.
- Significant award amount requires robust performance justification.
- Potential for scope creep in large communication campaigns.
- Dependence on a single contractor for critical messaging.
Tags
advertising-agencies, department-of-commerce, md, do, 10m-plus
Frequently Asked Questions
What is this federal contract paying for?
Department of Commerce awarded $69.5 million to TRUE NORTH COMMUNICATIONS INC. TAS::13 0451::TAS INITIAL AWARD OF TO-023 ADDITIONAL MEDIA SERVICES, RESEARCH, CREATIVE PRODUCTION, AND RAPID RESPONSE SERVICES IN SUPPORT OF THE 2010 CENSUS COMMUNICATIONS CAMPAIGN - TO-023, )
Who is the contractor on this award?
The obligated recipient is TRUE NORTH COMMUNICATIONS INC.
Which agency awarded this contract?
Awarding agency: Department of Commerce (U.S. Census Bureau).
What is the total obligated amount?
The obligated amount is $69.5 million.
What is the period of performance?
Start: 2009-09-03. End: 2010-09-30.
What was the specific competition method used for this award, and how did it impact the final price?
The provided data does not specify the competition method. If it was a sole-source or limited competition, the price may not reflect the best possible value. A full and open competition would typically yield more competitive pricing. Further investigation into the solicitation documents is needed to determine the method and its price impact.
What are the key performance indicators (KPIs) for this contract, and how will their achievement be measured to assess effectiveness?
The effectiveness of this contract hinges on its ability to drive public awareness and participation in the 2010 Census. KPIs would likely include reach of advertising, public engagement metrics, and ultimately, census response rates. The Census Bureau would need robust tracking mechanisms to measure these against campaign objectives and justify the $69.5M expenditure.
Are there any planned follow-on contracts or extensions, and what is the projected total lifecycle cost for Census communication efforts?
The provided data only covers the initial award for services related to the 2010 Census. It does not offer insight into potential follow-on actions or the total lifecycle cost for the entire communication campaign. Understanding the full scope and budget is crucial for a comprehensive financial analysis beyond this single award.
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
Contractor Details
Parent Company: THE Interpublic Group of Companies Inc (UEI: 006985790)
Address: 100 W 33RD ST, NEW YORK, NY, 90
Business Categories: Category Business, Not Designated a Small Business
Financial Breakdown
Contract Ceiling: $71,950,855
Exercised Options: $71,950,855
Current Obligation: $69,481,380
Parent Contract
Parent Award PIID: DOCYA132307CQ0004
IDV Type: IDC
Timeline
Start Date: 2009-09-03
Current End Date: 2010-09-30
Potential End Date: 2010-09-30 00:00:00
Last Modified: 2013-10-22
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