D&G Wins Calif. Lottery

Independent agency David & Goliath has won the California Lottery Commission account following a review.

The shop pitched with Interpublic Group media agency Initiative to secure the business.

The finalists were IPG’s McCann Worldgroup and Omnicom’s Alcone Marketing Group (already a lottery shop, handling promotional chores).

Primary incumbent BBDO, which added the business in 2004, was eliminated early in the process.

All of the contenders pitched with media partners, with bids led by their California offices.
 
The client spent $35 million on ads last year and nearly $100 million in major media from 2006-09, per Nielsen. The new contract will run for five years with a two-year extension option.
 
For its latest fiscal year, the lottery notched an $85 million sales increase to $3.04 billion, the first improvement in the past four years. Sales hit an all-time high of $3.59 billion in ’06, before the recession took hold.

El Segundo, Calif.-based D&G is best known for its often offbeat Kia spots, including recent efforts starring giant — sometimes old-school rapping — hamsters.