CCFC Awards 3-Yr., $90 Mil. Account

Team GILD, a consortium of local ad agencies, has landed the three-year, $90 million California Children & Families Commission advertising contract following a review.

GILD, composed of Greer, Margolis, Mitchell, Burns & Associates, Imada Wong Communications, Lagrant Communications and Durazo Communications, all Los Angeles, will handle creative and media. The consortium beat Asher/Gal & Partners, WongDoody and Fraser Communications, all Los Angeles. Asher and Runyon Saltzman & Einhorn in Sacramento, Calif., had handled project work for the client.

GILD will wait until the end of the state’s standard protest period before being officially named agency of record for CCFC, which is charged with protecting and improving the welfare of children. As required by the state, Greer has partners specializing in ethnic marketing: Imada Wong handles the Asian market, Lagrant, the African American market, and Durazo, the Hispanic market.

CCFC and GILD reps were prevented by state law from discussing details of the contract until the close of the protest period.

“I don’t know if anyone will protest it, but just based on the way the state handles these contracts, we’re going to wait until the protest period is over,” said CCFC communications director Kristina Parham.

Parham said future ads will likely focus on early childhood development. Past work focused on educating pregnant mothers about the dangers of smoking to unborn children.

CCFC was mandated by Proposition 10, the 1998 initiative sponsored by film director Rob Reiner, which adds a 50 cent tax on cigarettes to fund public education on the health of California children.