Subcontracting opportunities: NAICS 541810, Advertising Agencies
12 prime contractors held small business subcontracting plans on 125 federal advertising agencies contracts (NAICS 541810) in FY2022–FY2024, worth $3B including options. Only primes that aren't small businesses need these plans, and each one sets goals for work the prime gives to small businesses, so these are the companies looking for small subcontractors in this industry.
- Primes with plans
- 12
- Plan contracts
- 125
- Agencies
- 8
- Total value
- $3B
A free account shows the primes that subcontract 541810 work in your state and the small businesses they hire.
Primes with subcontracting plans in 541810
Most plan contracts first. “Recent subcontracts” counts the subcontracts each prime reported among the 91 most recent reports in this code.
| Prime contractor | Plan contracts | Value | Main agencies | Recent subcontracts |
|---|---|---|---|---|
| Young & Rubicam LLCNew York, NY | 44 | $329M | Department of the Navy | — |
| DDB Chicago Inc.Chicago, IL · part of Omnicom Group Inc. | 28 | $1B | Department of the Army | 90$516M |
| GSD&M LLCAustin, TX · part of Omnicom Group Inc. | 25 | $544M | Department of the Air Force | — |
| Porter Novelli Public Services Inc.Washington, DC | 7 | $284M | Centers for Medicare and Medicaid Services | — |
| Ketchum IncorporatedWashington, DC | 5 | $207M | Centers for Medicare and Medicaid Services | — |
| Mullenlowe U.S., Inc.Boston, MA · part of The Interpublic Group of Companies Inc | 5 | $77.5M | Defense Human Resources Activity | — |
| True North Communications Inc.New York, NY | 3 | $328M | Food and Drug Administration | — |
| Ipg Dxtra, Inc.New York, NY | 3 | $198M | Centers for Medicare and Medicaid Services | — |
| Chickasaw Management Services, LLCNorman, OK | 2 | $11.8M | Department of Energy | — |
| J. Walter Thompson U.S.a., LLCAtlanta, GA · part of WPP PLC | 1 | $23.2M | Department of the Navy | — |
| Daniel J. Edelman, Inc.Chicago, IL | 1 | $2.7M | Centers for Medicare and Medicaid Services | — |
| TMP Government LLCMcLean, VA | 1 | $1.4M | Office of Personnel Management | — |
Recent subcontracts to small businesses
Of the 91 most recent subcontracts primes reported under NAICS 541810 since Nov 16, 2023, 11 went to small businesses, worth $18.9M.
| Date | Small business | Prime | Amount |
|---|---|---|---|
| Feb 25, 2025 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $3M |
| Dec 20, 2024 | Chitra Productions LLCVA | DDB Chicago Inc.Department of the Army | $2.8M |
| Nov 16, 2024 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $519K |
| Nov 16, 2024 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $104K |
| Jun 28, 2024 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $207K |
| Jun 1, 2024 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $259K |
| Mar 1, 2024 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $236K |
| Feb 23, 2024 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $8.3M |
| Dec 20, 2023 | Chitra Productions LLCVA | DDB Chicago Inc.Department of the Army | $2.7M |
| Nov 16, 2023 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $668K |
| Nov 16, 2023 | Fors Marsh Group LLCVA | DDB Chicago Inc.Department of the Army | $91.4K |
Small businesses winning these subcontracts
- Fors Marsh Group LLC, VA: 9 subcontracts, $13.3M
- Chitra Productions LLC, VA: 2 subcontracts, $5.5M
Which agencies
| Agency | Plan contracts | Value |
|---|---|---|
| Department of the Navy | 45 | $352M |
| Department of the Army | 28 | $1B |
| Department of the Air Force | 25 | $544M |
| Centers for Medicare and Medicaid Services | 16 | $692M |
| Defense Human Resources Activity | 5 | $77.5M |
| Food and Drug Administration | 3 | $328M |
| Department of Energy | 2 | $11.8M |
| Office of Personnel Management | 1 | $1.4M |
Where the work is
New York (47), Illinois (28), Texas (25), District of Columbia (13), Virginia (6), Maryland (2), Oklahoma (2), Georgia (1), Tennessee (1).
How to win subcontracts with these primes
- Register in the prime's supplier portal. Most large primes have one, usually under “supplier diversity” or “small business programs” on their website. Buyers search it when they need a subcontractor, so list your NAICS codes, certifications and past work.
- Contact the small business liaison officer. Every prime with a plan names someone to run it. Find them through the supplier portal, or for defense primes in DoD's prime contractor directory. Send a one-page capability statement that names the contracts and agencies you can support.
- Watch SBA's SubNet. Primes post subcontracting solicitations and sources sought notices on SubNet.
- Be easy to vet. Keep your SAM.gov registration active and check that you count as small under 541810's size standard. Certifications such as 8(a), HUBZone, WOSB and SDVOSB count toward the prime's goals, which makes you more valuable to them.
- Get free help. APEX Accelerators introduce small businesses to primes and run matchmaking events. Our guide to becoming a government subcontractor covers the rest.
More on 541810: open contracts and top small-business winners. Primes also post subcontracting opportunities on SBA's SubNet.
Frequently asked questions
What is a small business subcontracting plan?
Under FAR 19.702, a large business that wins a federal contract over $900,000 ($2 million for construction) with subcontracting possibilities must agree to a plan with goals for subcontracting to small businesses, including small disadvantaged, women-owned, HUBZone and service-disabled veteran-owned firms. The prime reports its progress twice a year in eSRS. Contracts awarded before October 2025 used the older $750,000 and $1.5 million thresholds.
How do I become a subcontractor to these 541810 primes?
Register in the prime's supplier portal (most large primes have one, often called supplier diversity or small business programs), keep your SAM.gov registration active, and send the prime's small business liaison officer a capability statement that names the contracts and agencies you can support. Primes need small subcontractors to meet their plan goals, so being easy to find and easy to vet matters.
Where does this data come from?
Primes and their plan contracts come from SBA's Directory of Federal Government Prime Contractors with Subcontracting Plans for FY2022–FY2024, which is drawn from FPDS. Recent subcontracts come from the subaward reports primes file on USAspending.gov (most subcontracts over $30,000 on prime contracts over $750,000 must be reported). A subcontractor is shown as a small business when it has an active SAM.gov registration as small under at least one NAICS code, or an SBA certification.
Source: SBA's directory of prime contractors with subcontracting plans (FY2022–FY2024, from FPDS) and USAspending.gov subaward reports. Contact names are never shown. Values are base plus all options, not what has been paid.