By Janet Plume
NEW ORLEANS–Seven agencies are pitching the Louisiana Lottery’s $6.1 million dual account, with more interest in the media placement portion than in creative.
Of the seven agencies that responded to the lottery’s request for proposal, only three placed bids for the creative side of the account, which for the first time is being awarded separately this year.
Pitching the $5 million media placement account are incumbent Bauerlein Advertising and Keating Magee Advertising, both of New Orleans; Montgomery Stire of New Orleans in a partnership with Davis Partners of Lafayette, La.; Sides and Associates and The Graham Group, both of Lafayette; ProMotion Inc. of Irving, Texas; and MAAPS of Baton Rouge, La.
Of the group vying for the media, the bidders for the lottery’s $765,000 creative account are: Keating Magee, Montgomery Stire/Davis Partners and Sides and Associates.
A three-person evaluation committee consisting of two out-of-state lottery industry marketing directors and a marketing professor from a Louisiana college will review the agency proposals and recommend a list of finalists to the lottery board by June 6.
Oral presentations are scheduled June 12, with lottery board members expected to select a winner before the end of June.
The committee will grade the written proposals and issue a score, lottery general counsel John Caruth said. No specific number of finalists is required for the two portions of the contract, he said.
The committee will then issue a second grade on the finalists’ oral presentations, and the lottery board will consider the contenders’ written and verbal scores when selecting an agency of record, Caruth said.
The highest combined scorer will be the committee’s No. 1 recommendation, but the lottery board is not required to accept that selection, according to Caruth. ‘It’s at their discretion,’ he said.
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