California Lottery Allows Multiple Media Alliances

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LOS ANGELES The California Lottery today ruled that media agencies participating in the review for its four-year, $100 million general-market advertising account may pitch with more than one creative shop.

The decision was posted on the lottery’s Web site as part of a six-page document aimed at responding to questions that arose at the bidders’ conference on Nov. 21 at lottery headquarters in Sacramento, Calif. The lottery cautioned, however, that “violations of antitrust laws are considered extremely serious breaches of a bidder’s responsibility and may disqualify the bidder from receiving or benefiting from any contract.”

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