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Incumbents Alcone and Casanova Pendrill Retain Accounts

By Published on .

SAN FRANCISCO (AdAge.com) -- Even as the California Lottery commission has struggled with its general agency review, two other reviews have been completed without a hitch.

The lottery renewed two

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three-year contracts with Alcone Marketing, Irvine, Calif., the agency on the account since 1990. One contract is for $23 million in point-of-purchase services, with the option to extend for up to two additional years. A second contract, worth $17 million over three years, covers point-of-sale materials, such as brochures, pamphlets, posters and register toppers.

Spanish-language advertising
The lottery also has signed a new agreement with Casanova Pendrill Publicidad, which is 49% owned by Interpublic Group of Cos., for Spanish-language advertising. The agreement added 18 months to Casanova's current contract with the lottery, originally for $35 million, which began in 1998. The lottery also approved a $5 million expenditure to cover the contract extension.

In its report in August to the commission, lottery staff members said the shop's negotiations resulted in the state's acquisition of an additional $420,000 in media value. The lottery expects to save $25,000 per year on average under the new agreement.

The three contracts were approved last month.

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