DHS Seeks Shop to Promote Fruits, Veggies

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

According to sources, the California agencies that submitted proposals include Omnicom Group’s GMMB in Los Angeles; Sacramento, Calif., independents Glass/McClure, Runyon Saltzman & Einhorn and Mering & Associates; and Brown-Miller Communications in Martinez, Calif.

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.

Glass/McClure has partnered with Hispanic agency Durazo Communications in Los Angeles and PR firm Perry Communications Group in Sacramento. Runyon Saltzman & Einhorn has teamed with WPP Group PR firm Hill & Knowlton in Los Angeles and 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 that works with independent agencies.

Brown-Miller is working with Swardlick Marketing Group, an advertising agency 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 as a prime contractor because the shop is shifting its business model to serve as a consulting business, said agency chief strategic officer Claudia Ponder. She said the shop has been contacted by several contenders seeking assistance with the pitch, but she declined to name the agencies.

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

The DHS in Sacramento expects to select finalists the week of April 19 and hold oral presentations May 3-5.