R005664 Hispanic Marketing and Advertising Agency RFP

This Request for Proposal (RFP) #R005664 (also referred to as a "solicitation") is for the California State Lottery (Lottery) to solicit proposals from qualified agencies to provide advertising and marketing services for the California Hispanic consumer market (HCM) to raise awareness, elevate brand perceptions, and maximize product sales to increase Lottery profits and contributions to California public schools.

The Lottery is seeking a strategic Hispanic marketing and advertising agency partner to help it engage the California Hispanic consumer market (HCM) in an authentic and innovative way that will position the Lottery for future growth.

The maximum expenditure authority for the initial five-year Contract Term is estimated at approximately **$40 million**.

The Lottery needs a highly capable and culturally fluent Hispanic marketing and advertising agency partner. The agency must have best-in-class capabilities across all areas of expertise and media channels, including traditional, digital, social, and emerging channels to develop and deploy integrated marketing and advertising programs and navigate future challenges and opportunities.

Needs & Expectations

• Commit a team of experienced professionals to the account that is fully immersed in the HCM from top to bottom, takes initiative, and has a drive for continuous improvement.
• Deliver breakthrough, meaningful creative based on data driven, culturally relevant consumer insights that genuinely resonate with and engage Hispanic consumers and generate sales.
• Demonstrate expertise in leveraging data-driven Hispanic consumer insights to inform culturally relevant media strategies that authentically resonate and connect with Hispanic consumers; innovation in media and communications planning; and expertise with state-of-the-art ad technology.
• Provide high-quality Spanish-language translation services using the appropriate dialect, grammar, and other language nuances for Spanish-speaking Californians.

Additional Requirements

Production: The Lottery expects the agency to have best-in-class digital and broadcast TV/video production capabilities and experience, including production management, post-production expertise, off-line editing, talent/casting, and business affairs.

Research: The agency must have the ability to conduct Hispanic consumer market research studies (e.g., recall tests, copy and motivation tests, media weight tests, and attitude studies) that assist the Lottery in the areas of strategic and media planning, communications testing, and consumer attitudes.

See Attachment 13, Proposed Contract Terms and Conditions, Exhibit A, for a detailed description of the services and work to be performed as a result of this procurement.

**Minimum qualifications:** a minimum of three years' experience performing Hispanic marketing and advertising services; a minimum of $10 million in annual billings in 2023, 2024, and 2025; a minimum of 25% of the agency's work product in Hispanic dedicated marketing efforts; be a legal business entity licensed to do business in California; and currently have an office located in California that will be maintained throughout the duration of the proposed contract.

The initial term (Contract Term) of the proposed Contract resulting from this RFP will be **five years**. The Lottery may unilaterally extend the Contract Term under the same terms and conditions, including pricing terms, for up to two one-year terms.

Proposals are due **November 23, 2026, 3:00 p.m. PT**. All proposals, including videos, must also be submitted via Liquid Files, and hard copies of the entire proposal are required. Phone calls will not be accepted.

Items 1, 2, and 4 will be scored by the Lottery Evaluation Team using the evaluation criteria set forth. The other items outlined below will be used to determine eligibility and will be scored on a pass/fail basis.

There are three phases within this RFP. Proposers must complete and submit Non-Disclosure Agreement, Attachment 10, in their proposal package.