California Lottery Trims Hispanic Field

LOS ANGELES The list of contenders for the California Lottery’s four-year, $28 million Hispanic advertising account has been narrowed to six, a client representative said today.

Eleven agencies participated in mandatory review meetings in Sacramento, Calif., in November 2004. Initial proposals were due Jan. 7.

The six agencies still vying for the account are Grey Global Group’s Wing Latino, Los Angeles; Omnicom Group’s Dieste Harmel & Partners, San Francisco; and independents Al Punto Advertising, Tustin, Calif., and Acento Advertising and Castells & Asociados, both in Los Angeles. Also participating is the incumbent, Interpublic Group’s Casanova Pendrill, Costa Mesa, Calif.

“The next step will be to go through the various processes to establish a finalist list,” said Rosa Escutia, director of public relations at the California Lottery. Briefings and presentations are scheduled for Feb. 28 through March 3.

A “successful bidder” is expected to be determined in March.