The agencies that responded to the request
The review is the Lottery's third attempt since 2001 to find an advertising agency. Two earlier reviews were nullified either due to failures of the apparent successful bidders to disclose ownership or due to other technicalities, such as faxing rather than hand-delivering documents to Lottery offices in Sacramento.
"The Lottery's attempt to strengthen the process to be more inclusive has obviously paid off with such a successful response in receiving proposals," Lottery CEO Tony Molica said in a statement. He cited as proof of that the "large number of agencies" now participating in the review.
Three shops were eligible to participate but did not respond by yesterday's 3 p.m. deadline: WPP Group's J. Walter Thompson, Los Angeles, and Y&R Advertising, San Francisco, and Omnicom's TBWA/Chiat/Day, San Francisco.
Finalists will be named in January, with presentations made in February. The apparent successful bidder is expected to be approved at the board's March meeting, with the contract going into effect in the spring.