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As expected, the California Lottery has issued a request for proposals as it opens a review for its ad account, kicking off what is likely to be one of the most closely watched and hotly contested West Coast contests of the year.
California Lottery spent $35 million on ads last year and nearly $100 million in major measured media from 2006-09, according to Nielsen. The contract now up for grabs will run for five years with a two-year extension option.
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