California Lottery Rebids Media Despite DDB Threat

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For the California Lottery, it remains to be seen whether the third time is the charm.

The lottery has asked the four finalists in the review for its five-year, $125 million creative and media account to submit new bids for the media portion of the business that show costs calculated using the same method.

The RFP addendum, issued to Los Angeles shops DDB (pitching with OMD), McCann-Erickson (Universal McCann) and incumbent Grey (MediaCom), and to Foote, Cone & Belding in San Francisco (Initiative Media, Los Angeles), follows two separate reviews for the business, in which DDB, then FCB, was selected pending the lottery commission’s approval.

Both decisions were overturned due to protests by Grey, which claimed its competitors did not provide adequate information about their media partners, and DDB, which charged that the media costs submitted by FCB were implausible.

While the addendum was expected, it came after threats from DDB that such...







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