R002925 Lead Advertising and Marketing Agency

Background
The California State Lottery (Lottery) is seeking proposals from qualified agencies to serve as the Lead Marketing & Advertising Agency. The mission of the Lottery is to generate supplemental funding for public education through the responsible sale of lottery products. The goal of this contract is to enhance consumer marketing initiatives that raise awareness, elevate brand perceptions, and maximize product sales, ultimately increasing Lottery profits and contributions to California public schools.

The Lottery's current lead agency partner is David & Goliath, whose contract expires on May 18, 2026.

Work Details
The selected agency will be responsible for strategic planning, creative development, and implementation of marketing initiatives. Key responsibilities include addressing critical issues such as growing sales while maximizing contributions to public schools; improving brand perceptions; maintaining relevancy in a changing consumer landscape; and effectively communicating with California’s diverse population.

The agency must demonstrate capabilities in strategic planning, media planning and buying, analytics across all channels (traditional, digital, social), and develop integrated marketing programs. Experience in promotions, experiential marketing, public relations, and conducting market research studies is also required.

Period of Performance
The initial contract term will be five years with the possibility of two one-year extensions.

Place of Performance
The services will be performed in California, with an office maintained throughout the duration of the contract.

Bidder Requirements
Proposers must have a minimum of 50 employees and an average annual revenue of $20 million over the last three years. They must be a legal business entity licensed to operate in California and maintain an office in California during the contract term. Proposers are encouraged to include small or microbusiness participation as subcontractors.