California State Lottery in Play

The California State Lottery is launching a review for its account, valued at $100 million over the next four years with a one-year option to renew.

The account, which is in mandatory review, has been handled by Grey in Los Angeles for more than four years. Grey will defend the business, said agency president and COO John Crosson.

Over 100 shops received the RFP, said contract administrator Rose Marie LaPlante-Olvera.

According to the RFP, the lottery is looking for a California agency with five years of experience and a minimum of $10 million in billings and $50 million in media placement for 2000.

Agencies must announce their intention to bid by Oct. 12. Responses to the RFP are due Oct. 31, and finalists will be named Nov. 9. Presentations are in early December, and a decision is expected by Dec. 21.

Lottery campaigns created by Grey have included ads featuring the Katrina and the Waves song “Walking on Sunshine” and Abba’s “Take a Chance on Me.” There was no indication that the lottery plans to overhaul its current strategy.

Crosson said Super Lotto sales are up 32 percent this year. Grey’s contract expires June 30.