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Independent agency David & Goliath has won the California Lottery Commission account following a review.
The shop pitched with Interpublic Group media agency Initiative to secure the business.
The finalists were IPG’s McCann Worldgroup and Omnicom’s Alcone Marketing Group (already a lottery shop, handling promotional chores).
Primary incumbent BBDO, which added the business in 2004, was eliminated early in the process.
All of the contenders pitched with media partners, with bids led by their California offices.
The client spent $35 million on ads last year and nearly $100 million in major media from 2006-09, per Nielsen.
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