R005664 Hispanic Marketing and Advertising Agency RFP

The California State Lottery is seeking a full‑service Hispanic‑marketing and advertising agency to create, plan, produce, and execute integrated campaigns aimed at increasing lottery product sales among California’s Hispanic consumer market. The agency will be responsible for strategic planning, creative development, media planning and buying, digital and social execution, research and analytics, promotions, public relations, production, translation, and ongoing account management, working in partnership with the Lottery’s lead agency (BSSP) and other specialty partners. The solicitation follows a multi‑phase evaluation process (Eligibility, On‑Site Visits, Finalist Work Sessions) with a potential five‑year contract (extendable up to two additional one‑year terms) and an estimated maximum ceiling of $40 million. • Core services include Hispanic‑focused strategic planning, creative concepting, media buying, digital/social media, research, promotions, PR, and production. • Minimum qualifications require at least three years of relevant experience, $10 M annual billings for FY 2023‑2025, and ≥ 25 % of work dedicated to Hispanic marketing. • The award is expected in June 2027 with contract commencement in August 2027; the contract term is five years with possible extensions.