Finalists to Be Named Next Month

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SAN FRANCISCO (AdAge.com) -- Eight agencies have submitted documentation to the California Lottery Commission that allows them to participate in the review for a four-year, $100 million advertising account.

The agencies that responded to the request

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for proposals are: Grey Global Group's Grey Worldwide, Los Angeles, the incumbent; Omnicom Group's BBDO West, San Francisco and Los Angeles, and DDB Worldwide, Los Angeles, pitching with sibling OMD and Alcone Marketing; Interpublic Group of Cos.' Dailey & Associates, West Hollywood, Foote Cone & Belding, San Francisco, and McCann-Erickson, Los Angeles; independent Ground Zero, Los Angeles; and Triple Play, made up of independent shops Ruynon, Salzman & Einhorn, Horizon Media, and WongDoody.

Third search
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 decline
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.

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