Casanova Pendrill retained the California Lottery Commission’s account after a seven-month review process that came down to three finalists: The Interpublic unit; Omnicom’s Alma DDB; and independent Acento.
The state spends more than $10 million on Hispanic marketing in support of the lottery. Casanova Pendrill, Costa Mesa, Calif., has worked on the account for nearly 25 years. As a government account, it is subject to review every five years. The agency’s new contract takes effect on Jan. 1, 2012.
“Casanova showed us that they get the Lottery and surprised us with some of the new thinking,” said Michael Brennan, California Lottery deputy director of sales and marketing. “This was not an easy decision, and we are happy to continue to develop the strong partnership we have in place today.”