By Greg Hazley
The California Lottery is reviewing its Hispanic marketing account with an open RFP process for ad agencies, media management firms and PR firms.
Casanova Pendrill Publicidad of Costa Mesa, Calif., is the incumbent. Its contract expires on Dec. 31 and the agency is expected to take part in the review.
Notable in the RFP is the lottery's request to "understand the role that web and digital devices play in the lives of the Spanish language dominant consumers." From its PR firm, it expects expertise in social networking and social media, as well consumer PR experience and development of story angles related to online channels.
A five-year contract with a two-year extension option is planned. Partnerships and join ventures are eligible to pitch.
Firms must submit an intention to bid by Feb. 14 with actual proposals due by March 15.
Download the RFP at the CA Lottery website here.
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