Hispanic Marketing and Advertising Agency Services

The California State Lottery is seeking a Hispanic marketing and advertising agency to provide culturally relevant strategy, creative, media, research, digital, social, and related marketing services for California's Hispanic consumer market under a five-year contract with up to two one-year extensions.

State of California > California State Lottery

General

Status:Open

Solicitation Identifier:0000040600

Due Date:Nov 23, 2026 11:00 PM

Posted Date:Oct 12, 2026 06:45 PM

Estimated Value:$40,000,000.00

Contract Period:5 years base + 2 × 1 year options

Set Asides:

Small BusinessService-Disabled Veteran-Owned Business

Type:Request for Proposal (RFP)

Level:State

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Original Solicitation Links

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0000040600

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r005664 hispanic marketing and advertising agency rfp

Contact

Name:Timur Kopbayev

Email:tkopbayev@calottery.com

Address:700 North 10th Street, Sacramento, CA, USA

Submission Instructions

All of the following are required.

Step 1

Method:Online

Portal:https://fta.calottery.com

Items via this method:Submit all proposal materials and required attachments through the Lottery Secure File Transfer site., Submit video files in MP4 format.

Step 2

Method:Mail

Mailing Address:California State Lottery, Attention: Timur Kopbayev, RFP #R005664 Hispanic Marketing & Advertising Agency, 700 North 10th Street, Sacramento, CA 95811

Items via this method:Six hardbound copies of the proposal

Description

The California State Lottery seeks an experienced Hispanic marketing and advertising agency partner to develop and execute culturally relevant, integrated marketing programs for California's Hispanic consumer market. The scope includes strategic planning, cultural and consumer insights, creative development, Spanish-language translation and transcreation, traditional and digital media strategy and buying, social and influencer marketing, research and analytics, account and project management, production, promotions, experiential marketing, and public relations services as needed. The agency must support the Lottery's goals of increasing awareness, improving brand perceptions, growing responsible product sales, and increasing contributions to California public schools. Phase I requires a cover page and introduction letter, agency profile, three recent and relevant campaign case histories, agency fact sheet, mandatory checklist, payee data record, proposer certification, nondisclosure agreement, and applicable subcontractor, small-business, DVBE, and GenAI disclosures. Three case histories are required, including one transcreation, with each case history limited to four pages; six hardbound proposal copies and electronic materials, including MP4 videos and written transcripts, are required. The initial contract term is five years, with up to two one-year extensions, and the estimated maximum expenditure authority for the initial term is approximately $40 million, subject to annual funding approval.