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The ongoing review for California’s four-year, $100 million state lottery campaign has stirred confusion and anxiety among participating agencies.
At issue are two stipulations that seem to buck established protocols. The state has indicated that only one agency from each parent organization can pitch. In addition, the rules suggest media agencies are allowed to partner with only one creative shop.
Sources said the rules seem to favor the incumbent, Grey LA, which has no competing agencies under its corporate umbrella, and its sister media agency, MediaCom.
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