BBDO Wins Calif. Lottery Business

LOS ANGELES The California Lottery has named BBDO West as winner of its four-year, $100 million general-market ad account, pending final approval from the lottery commission, the lottery said today.

The Omnicom shop in Los Angeles and San Francisco pitched with PHD in San Francisco. The other finalists were fellow Omnicom shop DDB in Venice, Calif., pitching with Alcone Marketing in Irvine, Calif., and OMD; Interpublic Group’s Dailey & Associates in West Hollywood, Calif.; the incumbent, Grey Global Group’s Grey in Los Angeles; and independent Ground Zero in Marina del Rey, Calif.

“BBDO’s strategic thinking and creative talents are very impressive and all of us at the California Lottery are looking forward to beginning a very productive relationship which will ultimately boost the sales of lottery tickets and profits directed to California public schools,” said Tony Molica, director for the California Lottery, in a statement.

The contract is expected to be officially awarded in April, a lottery representative said.

This is the fourth shop to have been named the winner in a review process that has dragged on for two-and-a-half years. DDB was named the winner in the first review, but following a protest from Grey over disclosure issues, the account was placed back in review. Interpublic Group’s Foote Cone & Belding in San Francisco was selected in the second review, but after DDB protested over media costs submitted by FCB and its media partner, IPG’s Initiative in Los Angeles, the lottery rebid the media portion of the account. IPG’s McCann-Erickson in Los Angeles was then named the winner, but the decision was rescinded over disclosure. Both FCB and McCann participated in the latest review but failed to advance to the finals.