Calif. Lottery Sets Hispanic Criteria in RFP

LOS ANGELES The final proposal request for the California Lottery’s four-year, $28 million Hispanic account review launched in October was issued Monday, in preparation for a mandatory agency conference tomorrow afternoon in Sacramento.

Proposals are due back Jan. 7, with final presentations slated for the week of Feb. 28. The contract will be awarded in March or April 2005.

According to the draft request for proposal, the state is seeking California-based creative and media partners that “have a minimum of two years experience performing Spanish-language advertising” and “have a minimum of $15 million in Hispanic market total account billings” in 2003, at least $3 million of which must be in billings for projects other than Spanish-language media placement.

The state said it would consider partnerships and joint ventures with general-market agencies, and that some of the requirements could be met by either agency.

In evaluating agency experience and capability, the state said it would look at standard criteria such as years in business and billings, as well as “prior experience with clients in gaming and entertainment industries” and “prior experience with a lower cost consumer product sold in trade channels such as convenience stores, liquor stores, supermarkets.”