M&A Signals – Deals Announced Through March 25, 2026
Highlights Gilead Sciences acquired Ouro Medicines — Deal value: $1.675 billion upfront, plus up to $500 million in contingent milestone payments Gilead Sciences is a biopharmaceutical company focused on treatments across areas, including inflammation. Ouro Medicines is a biotechnology company developing T cell engager therapies for autoimmune diseases. Gilead said the deal adds OM336, a clinical-stage BCMAxCD3 T cell engager, to its inflammation portfolio. The move… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Funding Signals – Activity Through March 24, 2026
Highlights Cloaked raised $375 million (Series B) led by General Catalyst and Liberty City Ventures Cloaked is a privacy and security platform that lets users create alternative digital identities and bundles tools like data removal, identity theft protection, VPN, dark web monitoring, and AI call screening. The funding supports expansion of its consumer offering and its move into enterprise security. That matters because the company is broadening from a privacy uti… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
The Best Agency Opportunities Don’t Start With an RFP
Stop Waiting for RFPs. You’re Already Too Late. Problem / Context Most agencies treat RFPs as a golden opportunity. They’re not. They’re a lagging indicator. By the time an RFP is released, the real work—the thinking, the conversations, the shortlisting—has already happened. The data backs this up. The 6sense B2B Buyer Experience Report found that buyers are nearly 70% through their purchasing process before engaging with sellers. So if your strategy is to wait for the RFP, you’re stepping in after the decisions are already set. The Signal Mergers and acquisitions. Not all of them, but the right ones. When two companies merge, expand into a new market, or combine under one brand, something breaks. The story no longer fits. That’s when marketing becomes urgent. This is especially relevant for: Brand and creative agencies PR and communications firms Digital and web agencies Demand generation and media teams Strategy and positioning consultancies You’ll see the signal show up in: Press releases about “strategic combinations” Leadership interviews explaining the future vision Early messaging changes on the website New marketing or brand roles opening up Across executive conversations, this is often where the real work starts—long before any formal search begins. Why It Matters M&A creates moments where companies are forced to rethink how they show up. A bank merger leads to a rebrand.A SaaS acquisition creates a new product story.A private equity roll-up demands faster growth. These aren’t small tweaks. They’re identity changes. And identity changes create work across brand, messaging, digital experience, and demand generation. But that work doesn’t start with an RFP. It starts with internal alignment and early external conversations with people who understand what they’re going through. The Mistake Most Teams Make They ignore this signal entirely. They wait for the RFP. Or they treat all M&A the same, without understanding which ones actually create marketing need. A small acqui-hire? Probably nothing.A distressed acquisition? Likely cost-cutting, not spending.An internal restructuring? No urgency. But a rebrand-driven merger, a market expansion, or a private equity roll-up? That’s where real opportunity exists. Most teams don’t make that distinction. So they either miss the moment—or show up too late, when the direction is already set. The Smarter Move Use M&A as a filter, not a trigger. Focus on the types of deals that change: The brand The market The growth expectations Then step back and ask: What just became unclear for this company?What are they now trying to explain to the market?Where will they struggle to align internally? That’s where you can add value. AI can help you spot these moments faster. But it can’t tell you which ones actually matter. That’s judgment. How to Use This When you see the right type of M&A, don’t treat it like a lead. Treat it like context. This is a company entering a period of change. Your role isn’t to jump into a process. It’s to show up early with perspective. That might look like: Sharing a point of view on how similar companies handled a rebrand Offering insight into common messaging mistakes post-acquisition Engaging with how leadership is talking about the transition The goal isn’t to win an RFP. It’s to be one of the few firms they already trust when that RFP gets written (or impress them so much they bypass the RFP process altogether).
Radar Report #003 – Week of March 23, 2026
7 Accounts Showing Buying Signals Each week, the Radar Report highlights companies showing signals of potential marketing investment. These moments often lead organizations to reassess agency relationships and growth initiatives. For agencies looking for new business opportunities, Radar Report surfaces companies likely preparing to invest in marketing and brand. 7. Roper St. Francis Healthcare Internal promotion to CMO signals a focus on strengthening brand, communications, and patient engagement rather than a full strategic reset. Trigger Roper St. Francis Healthcare promoted Andy Lyons to Chief Marketing and Communications Officer in March 2026 after serving in interim and communications leadership roles for over a decade. Why This Matters An internal appointment suggests continuity in strategy, with emphasis on enhancing reputation, internal alignment, and patient engagement. Lyons’ background in communications, media relations, and crisis management points to a focus on trust-building, service line growth support, and improving digital and content-driven patient access rather than large-scale repositioning. Agency Opportunity Healthcare communications & PR Patient engagement strategy Content & digital experience Reputation management Service line marketing Smart Outreach Angle Lead with a POV on how health systems are using content and digital platforms to improve patient access and strengthen trust across communities. Company Context Roper St. Francis Healthcare is a regional health system operating hospitals and care facilities, focused on patient care delivery, community health, and service line growth. 6. Vestacy New CPG marketing leader signals a push to scale and modernize a private equity-backed portfolio of household brands. Trigger Vestacy appointed Nicole Rivera Lebedowicz as VP/CMO, North America in March 2026, bringing in an external leader with experience across Kraft, OXO, and Topps. Why This Matters Vestacy’s carve-out from Reckitt creates immediate pressure to establish standalone brand identity, optimize go-to-market, and drive growth across multiple legacy brands. Lebedowicz’s background in brand transformation, omnichannel marketing, and commercialization suggests a focus on improving retail performance, expanding DTC capabilities, and unlocking new distribution and innovation opportunities. Agency Opportunity Portfolio brand strategy Retail & shopper marketing DTC and e-commerce growth Product innovation support Creative & packaging Smart Outreach Angle Lead with a POV on how carved-out CPG portfolios can quickly rebuild brand equity and drive growth through integrated retail and DTC strategies. Company Context Vestacy is a private equity-backed consumer goods company managing a portfolio of household brands, including Air Wick, Woolite, and Easy-Off, following their separation from Reckitt.
State of Maine Seeks Cruise Marketing Management Partner for Tourism Growth and Industry Coordination
At a Glance Buyer: State of Maine, Department of Economic & Community Development, Office of Tourism Industry: Tourism Location/markets: Maine; local, national, and international cruise markets Primary scope: Cruise marketing, management, coordination, and outreach for long-term sustainable cruise development Key deliverables/channels: Annual cruise marketing and business development plan; outreach and stakeholder coordination; trade show participation; media relations; … Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Southern Illinois University Marketing Engagement Spans Paid Media, Attribution, and Enrollment Analytics
At a Glance Buyer: Southern Illinois University Carbondale Industry: Higher education Location/markets: Carbondale, Illinois; specific target markets not specified Primary scope: Digital advertising buying, campaign optimization, and performance reporting with unified analytics dashboards Key deliverables/channels: Search, social, display, digital billboards, streaming audio/video, Slate CRM dashboard integration, multi-touch attribution, predictive analytics, bi-monthly mee… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
City of Arroyo Grande Tourism Marketing Opportunity for Three-Year Engagement
At a Glance Buyer: City of Arroyo Grande, on behalf of the Arroyo Grande Tourism Business Improvement District (AGTBID) Industry: Tourism/destination marketing Location/markets: Arroyo Grande, California; feeder markets include Los Angeles and San Francisco Primary scope: Integrated marketing, advertising, communications, social media, and website management services for Visit Arroyo Grande Key deliverables/channels: Destination marketing strategy, creative campaigns, integr… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
University of Wyoming MBA Enrollment Marketing Partner for Multi-Channel Growth and CRM Integration
At a Glance Buyer: University of Wyoming Industry: Higher education Location/markets: Laramie, Wyoming; campus and online MBA markets; non-resident enrollment growth is a stated goal Primary scope: Enrollment marketing services for the University of Wyoming College of Business MBA portfolio Key deliverables/channels: Multi-channel campaigns, digital media management, audience strategy, creative production, landing pages, nurture emails, SMS or surveys, marketing automation, … Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
University of North Carolina at Pembroke Seeks Graduate Marketing Partner With Long-Term Runway
At a Glance Buyer: University of North Carolina at Pembroke (UNCP) Industry: Higher education Location/markets: Pembroke, North Carolina; online graduate program markets Primary scope: Online graduate program marketing and recruitment services for Online Accelerated Programs (OAPs) Key deliverables/channels: Market research, messaging and branding, lead generation, recruitment and enrollment services, CRM documentation, admitted-to-enrolled conversion support, course carouse… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
DC Lottery Opens Full-Service Marketing Search With iLottery, Media, and Retail Scope
At a Glance Buyer: District of Columbia Office of the Chief Financial Officer, on behalf of the Office of Lottery and Gaming Industry: Lottery/gaming Location/markets: District of Columbia and surrounding areas Primary scope: Full-service advertising and marketing services to support brand awareness and ticket sales across traditional lottery, iLottery, and any new gaming categories launched during the contract term Key deliverables/channels: Creative development, media planning and buying, digital marketing, CRM banners, paid and organic social, POS materials, signage, communications support, research, retailer support, and campaign reporting Budget: Estimated annual cost reimbursement ceiling of $9M plus estimated annual net media buy of $3M Contract type/term: Cost reimbursement contract with requirements components; one base year plus four option years Key dates: Proposal deadline May 4, 2026, at 2:00 PM local time Eligibility/must-haves: CBE-only solicitation; offerors must be certified at time of submittal; minimum required key personnel are an Account Executive, Creative Director, and Media Director, each with at least five years of relevant experience Why This Could Be Interesting The DC Office of Lottery and Gaming is looking for a full-service agency to support one of the District’s most visible revenue-generating public brands. This is a public-sector account tied directly to lottery product sales, brand awareness, and contributions to the District’s General Fund. The scope is broad in a way that should get agency leaders to pay attention. This is not just creative and media. It spans traditional lottery, iLottery, digital campaigns, paid and organic social, CRM, retailer marketing, research, communications, and production. What makes this especially notable is the operating complexity. The selected agency would be working across both brand and performance-style marketing needs, with real-time analytics, quarterly ROI reviews, post-buy analysis, weekly meetings, and tight approval controls. That points to an account that demands discipline, not just ideas. There is also meaningful scale here. The pricing structure includes an estimated $9M annual cost reimbursement ceiling and an estimated $3M annual net media buy, plus a fixed monthly retainer. The contract also includes one base year and four option years, which could make this a longer-term public account. Best suited for CBE-certified agencies with strong media, creative, digital, analytics, and public-sector account management capabilities. Proposal deadline: May 4, 2026, at 2:00 PM local time Download the full RFP here