Y&R Wins A Big One: $415 Million Census 2020 Contract

Early Wednesday morning during a first half financial review with analysts, WPP CEO Martin Sorrell bemoaned the recent loss of two major accounts--Volkswagen and AT&T. His day ended much better with word that Young & Rubicam, one of the holding company's global agency networks was awarded an integrated communication contract for the 2020 Census.

The U.S. Census Bureau confirmed the award late Wednesday afternoon while noting that the selection is subject to the completion of both debrief and protest stages of the RFP process.

The contract has a total value of $415 million.

The official census takes place between April and December of 2020 but there’s lots of groundwork to be done in advance. As the Census Bureau notes, many people, for various reasons don’t like to cooperate and it has reorganized the process in an effort to maximize cooperation when the next count begins.



The government’s RFP for the assignment can be seen here.

The Census Bureau issued this statement Wednesday:

“Today, the U.S Census Bureau awarded an Integrated Communications Contract for the 2020 Census to Young & Rubicam (Y&R). To respect the integrity of the award, debrief and protest stages of the federal procurement process and the laws that govern it, we will not comment on the award until the protest period has ended.”  

The scope of work includes but is not limited to:

• Research and Data Analytics

 • Strategic Planning, Program Development, and Integration

 • Communications Support for Decennial Census Operations and Other Programs

• Field Recruitment Advertising and Communications • Traditional Advertising and Media Buying

• Digital Advertising and Other Communications Technologies

• Social Media

• Public Relations

• Communications Planning and Materials for the Partnership Program • Statistics in Schools Program

• Website Development and Digital Engagement

• Rapid Response Activities

• Project and Financial Management

• Stakeholders Relations

 • Communications Support for the 2020 Census Data Dissemination

According to the Bureau, between 2010 and 2020, the U.S. population is projected to grow by 7.7 percent from 308,745,538 to 334,503,000.

1 comment about "Y&R Wins A Big One: $415 Million Census 2020 Contract".
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  1. John Donohue from White Tree Concepts, August 25, 2016 at 11:21 a.m.

    "...many people, for various reasons don’t like to cooperate"

    Here's the main reason: the census is supposed to simply count citizens, so that the House of Representatives can be correctly situated. Instead, it asks a full raft of personal questions. When I refused to cooperate one time, I was told that the personal information was "so that funds can be properly distributed according to need in a district."

    I don't want my funds distributed. I don't want my personal information gathered. I don't want my personal information gathered under the threat of fine of $5000.

    Just make a simple form to count citizens. Then a) people will cooperate; and b) you won't have to spend $415 million just to coordinate efforts to get people to cooperate.

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