Calif. 5 a Day Cuts to 3 Finalist Teams

LOS ANGELES The California Department of Health Services has named three finalists in the review for a three-year, $28 million effort to promote its California Nutrition Network and California 5 a Day campaigns, sources said.

They are: Omnicom Group’s GMMB in Los Angeles and independents Mering & Associates and Runyon Saltzman & Einhorn, both in Sacramento, Calif., sources said.

The Sacramento-based client did not return calls. Agency officials declined comment.

Each contender has partnered with various specialty shops for the pitch. GMMB has teamed with Hispanic agency Anita Santiago Advertising in Santa Monica, Calif., Asian American shop IW Group in Los Angeles, marketing firm Social Light Consulting Group in Emeryville, Calif., and Omnicom public relations practice Fleishman-Hillard in Sacramento. Mering’s partners are PR shop Rogers & Associates in Los Angeles and Carat Affiliates, a division of Aegis Group’s Carat in Santa Monica. Runyon Saltzman & Einhorn has teamed with WPP Group PR firm Hill & Knowlton in Los Angeles and Sacramento.

Not advancing were independents Glass/McClure in Sacramento, which had partnered with Hispanic agency Durazo Communications in Los Angeles and PR firm Perry Communications Group in Sacramento; and Brown-Miller Communications in Martinez, Calif., which had teamed with Swardlick Marketing Group in Portland, Maine, and Interpublic Group’s Initiative in Los Angeles.

The incumbent, independent Lawrence & Ponder Ideaworks in Newport Beach, Calif., is not participating in the review.

The assignment includes working on campaigns that emphasize the health benefits of eating five or more servings of fruits and vegetables each day.

Oral presentations will take place May 3-5, with a decision shortly thereafter.