R005664 Hispanic Marketing and Advertising Agency RFP

California State Lottery is requesting proposals for integrated Hispanic marketing and advertising agency services under RFP #R005664, with Phase I submissions due November 23, 2026. Small Business and Disabled Veteran Business Enterprise preference incentives are available, offering up to $50,000 reductions in annual staff compensation for evaluation purposes; there are no mandated diversity or small-business participation requirements.

Minimum qualifications include three years' experience in Hispanic marketing and advertising services, minimum annual billings of $10 million in each of 2023, 2024, and 2025, at least 25% of work product dedicated to Hispanic marketing efforts, a valid California business license, and a maintained California office supporting West Coast business hours and operations. Joint ventures and subcontractors are permitted; at least one agency in a joint proposal must independently meet all minimum qualifications.

The scope encompasses strategic planning, creative development, digital and social media marketing, research and consumer insights, production capabilities, media planning and buying, promotions, experiential marketing, and public relations support across traditional, digital, social, and emerging media channels. Core services are mandatory; media, promotions, experiential marketing, and public relations are available as needed services at Lottery discretion during the contract term.

The maximum expenditure authority for the initial five-year contract term is approximately $40 million, subject to annual marketing budget approval by the Lottery Commission and variable year to year. The contract includes potential unilateral extension for up to two additional one-year terms under the same terms and conditions. The current incumbent is Monks, whose contract expires July 17, 2027. Evaluation proceeds in three phases: Phase I (Eligibility and Capabilities) due November 23, 2026; Phase II on-site visits with semi-finalists January–February 2027; Phase III finalist work sessions and presentations March–May 2027, with Notice of Intent to Award anticipated June 2027 and proposed contract effective date August 2027. Agencies must disclose any use of Generative AI tools and conflicts of interest involving other state lottery, gambling, casino, sports betting, or prediction market accounts. Proposals must be submitted electronically via Liquid Files to ijen@calottery.com and tkopbayev@calottery.com with six hard copies; all materials become property of the Lottery regardless of acceptance or rejection.