California Lottery reviewing agencies for integrated work

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The California Lottery has issued an RFP seeking advertising and integrated communications services, noting that it will conduct an increasing amount of digital work in coming years.

BBDO West/San Francisco is the lottery's incumbent creative ad agency. Its contract ends January 31, 2011. Roy Elvove, director of corporate communications at BBDO, said the agency will defend the account.

“We are proud of the partnership we've had with the lottery over the past six years and we look forward to continuing that relationship,” said Roy Elvove, director of corporate communications at BBDO.

The state agency said in the RFP that it will only consider agencies or ventures with an in-state office, annual revenue of $12 million and 15% of their work in digital marketing.  

The organization noted that Internet marketing “is an integral part of the lottery's overall marketing mix and is expected to play an increasingly important role.”

“The selected agency will be responsible for developing concepts, and executing and tracking integrated digital campaigns,” according to the RFP.

PHD/Los Angeles handles media planning and buying for the lottery, but its contract will expire January 31, 2011. PHD is expected to compete in the pitch, according to the RFP. Calls seeking comment to PHD were not immediately returned.

The lottery also works with Casanova Pendrill for Hispanic communications; Time Advertising for work targeting Asian consumers; Muse Communications for reaching black consumers; and Alcone Marketing Group for point of sale and promotional marketing. These assignments are not in review, according to the RFP.

The organization said it will consider proposals from agencies, partnerships and joint ventures, including combinations of creative agencies, media management firms and PR agencies. 

The RFP is available for download on the lottery's website the week of June 7. Interested agencies are required to submit proposals by July 7. The length of the contract is five years with a two-year extension option.

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