California Lottery Keeps Time on Its Side

LOS ANGELES Time Advertising has retained the California Lottery’s Asian American marketing account, pending approval from the lottery commission, the client said.

The Millbrae, Calif., shop was selected following a review. The other finalist was GlobalHue in Los Angeles.

Billings are approximately $6 million over four years, with the option to extend up to two additional years.

Time’s previous contract with the lottery began in 1998, said agency president Baron Suen. The shop also worked with the lottery in the early 1990s.

The tag, “There is no limit to your dreams,” which was introduced by Time in 2001 specifically for the Asian American market, will likely remain, the agency said.

The lottery commission is expected to vote on the contract award on June 20.

Time’s selection comes just days after the lottery said it would put its five-year, $125 million general-market account back in to review [Adweek, April 18]. McCann-Erickson in Los Angeles had been named the winner, but the lottery canceled the award last week, citing the shop’s failure to comply with disclosure requirements as the reason. The lottery has said it will issue a new request for proposal, and is encouraging past bidders as well as agencies that have not previously competed to participate.