California Lottery Posts Prelim RFP Online

LOS ANGELES The California Lottery today posted a draft of the request for proposal for its four-year, $100 million general-market advertising account on its Web site.

The 108-page document was accompanied by a letter from Shannon Gordon, manager of contract services for the lottery, which noted that in posting the draft, the lottery is hoping to offer agencies the chance to provide feedback on the document. A due date for comments was not specified. The letter also noted “while not all comments will result in a change to the final RFP…all comments will be considered, and changes will be made as appropriate.” In addition, it stated that the lottery is “seeking a partner with strong strategic thinking towards our business; innovative creative that is on strategy; and inventive media planning and media buying that can stretch budgets.”

While the contract is for a period of four years, it carries with it the option to extend for up to two additional years.

The release of the draft proposal request comes after the lottery contacted agencies on its mailing list for input into the development of the RFP. Release of the final RFP is tentatively scheduled for Nov. 7.

The lottery’s advertising agency search has stretched on for approximately two years. DDB in Los Angeles was declared the winner in a review that concluded at the end of 2001, but following protests by the incumbent, Grey in Los Angeles, the account was put back in review. Foote, Cone & Belding in San Francisco was selected in a review that ended in August 2002, but DDB filed a protest about media costs submitted by FCB and its partner in the pitch, Initiative Media in Los Angeles. The lottery chose to rebid the media portion of the account, and McCann-Erickson in Los Angeles was initially selected as the winner, before the lottery discarded that decision and said it would launch a new review for the account.