First 5 Rates Proposals of Calif. Contenders

LOS ANGELES The California Children and Families Commission, also known as First 5 California, is considering three in-state shops in the review for its ad account, sources said. The contract has a media budget of more than $67 million over the next three years.

Vying for the business are the incumbent, Omnicom’s GMMB in Los Angeles, which is pitching with Los Angeles independents IW Group for Asian American work and Hispanic shop Durazo Communications; The Phelps Group in Santa Monica, which has teamed with Asian American specialist InterTrend Communications in Long Beach, Hispanic shop al Punto in Tustin, African American shop Young Communications in Los Angeles, and Aegis Group’s Carat in Los Angeles; and Riester-Robb, an independent shop in Venice, sources said.

The CCFC in Sacramento, Calif., is currently evaluating proposals. Oral presentations are expected to take place May 4-6, followed by a selection on May 7.