California Kids, Nutritional Accounts in Play

LOS ANGELES Two California state agencies are launching separate advertising reviews.

The contracts up for grabs are the California Children and Families Commission, also known as First 5 California, and the Department of Health Services’ California Nutrition Network and California 5 a Day campaigns. Both are state-mandated reviews.

The Los Angeles agencies that currently handle advertising for the CCFC are Omnicom’s GMMB, which handles general-market ads, and independents IW Group, which specializes in Asian-language communications, and Durazo Communications, which handles Hispanic marketing. The shops won the business in December 2000. At that time, the contract was budgeted at $90 million over three years. The trio will partner again to defend the account, said GMMB partner Roy Behr.

The First 5 California campaign is meant to educate Californians who interact with young children about “the various influences affecting the healthy and nurturing development of children under five years of age,” according to a contract advertisement. The request for proposal is scheduled to be posted soon on the CCFC Web site, A mandatory bidders’ conference is scheduled for Feb. 2 in Sacramento, Calif. Bids are due by March 19.

Lawrence & Ponder Ideaworks, an independent shop in Newport Beach, Calif., is the incumbent on the California Nutrition Network and California 5 a Day campaign, which emphasizes the health benefits of eating five or more servings of fruits and vegetables each day. When the agency picked up the business in May 2001, the contract was valued at $20 million over three years. The assignment includes media, advertising and public relations duties. An optional pre-bid teleconference is expected to take place on Feb. 6. Bids are due by March 19.