RFP 260000000764 Marketing and Advertising Services

Michigan's Department of Technology, Management & Budget (DTMB) Procurement Office has awarded RFP 260000000764 for marketing and advertising services to the Michigan State Police Office of Highway Safety Planning (OHSP), with contract award pending State Administrative Board approval as of May 22, 2026.

Brogan & Partners Advertising Consultancy, Inc. was selected from four bidders. The contract value is $18 million over a three-year term with up to two one-year renewal options. Brogan & Partners proposed all positions at an hourly rate of $118, a fixed annual account management fee of $75,520, and a media placement agency fee of five percent.

The evaluation process consisted of two sequential phases. Step 1 was a technical evaluation scored on product quality (35 points), service capabilities (20 points), specified sections of the Statement of Work (15 points), and a vendor questions worksheet (30 points), with a minimum threshold of 80 points. Step 2 was oral presentations evaluated on company information and presentation quality (10 points), research plan and methodology (25 points), media plan, message plan, and value add (35 points), and creative and messaging concepts (30 points), also requiring a minimum score of 80. Brogan & Partners achieved 98 points in the technical evaluation and 99 points in the oral presentation. Zoned Marketing was deemed non-responsive for failing to submit the required Vendor Questions Worksheet. Davison Dietsch & McCarthy, Inc. and Lambert Global LLC did not meet the minimum 80-point threshold in the oral presentation phase.

Unsuccessful bidders may request debriefing from Solicitation Manager Adam Ashley at ashleya2@michigan.gov or 517-855-1376. Public copies of all bidder proposals are available through the DTMB website.