UMGC awards $246 million media buying contract to seven agencies
The University of Maryland Global Campus (UMGC) has awarded a $246 million media buying contract to seven agencies, with Baltimore-based Media Works the sole DMV winner, securing a $16.4 million allocation.
The Maryland Board of Public Works approved the three-year multiple-award contract designed to help UMGC grow its student base across local, regional and national markets. The contract runs from July 3, 2025, through June 30, 2028.
New York agencies dominated the awards, with Lockard & Wechsler Direct capturing the largest allocation at $98.4 million and Trafficbuyer.com (doing business as Blacklight MA) securing $84.7 million.
The remaining allocations went to Media Works, Kepler Group ($13.7 million), Rain Agency of Portland, Oregon ($13.7 million), Zeta Global Corp., New York ($13.7 million), and Harmelin Media of Bala Cynwyd, Pa. ($5.5 million).
The agencies will provide media buying services across the Washington D.C., Maryland and Virginia region, nationally, and in select local markets. Services include management of media purchases, research, planning, placement, quality assurance, tracking and reconciliation.
The contract award comes amid ongoing controversy over UMGC’s advertising spending. According to The Daily Record, a “scathing” state audit found the university previously failed to properly monitor its advertising program and that university-created business spinoffs received hundreds of millions in state funding without proper oversight. During legislative hearings, some lawmakers questioned whether the advertising funds should be redirected to tuition assistance, though university administrators have defended the program as essential for enrollment and revenue growth. More in The Daily Record.
The contract structure is indefinite delivery, indefinite quantity with no guaranteed purchase volume or spending commitments. UMGC conducted a two-phase selection process, starting with 15 submissions that were narrowed to eight technical proposals, then seven final awards after best and final offers.
