MRB-57953 - USA (California) - Marketing and Advertising Agency Service - Deadline November 23,2026

(1) Vendor needs to provide Hispanic marketing and advertising agency service. – Provide advertising and marketing services for the Hispanic Consumer Market (HCM) to raise awareness, elevate brand perceptions, and maximize product sales to increase lottery profits and contributions.– Hispanic marketing agency serves as an important business partner for brand strategy and planning, communications planning, media planning, creative development, and execution for the Hispanic Consumer Market (HCM).– Agency must develop a mastery level understanding of the Lottery business and consumers to create comprehensive marketing and communication strategies, approaches, and plans that align with the lottery’s objectives.– Agency plays a critical role in the statewide marketing of the Lottery and its products and works as a strategic partner, providing holistic, best–in–class marketing services and assisting with the development and execution of strategic initiatives and projects as it relates to the Lottery’s strategic goals and business plan.– Creative:• Create and produce Hispanic dedicated advertising and marketing materials for the Lottery’s brand, products, and programs. Develop and execute creative to fulfill paid media plans.• Collaborate with other partner agencies to develop total market executions and transcreations.– Integrated Marketing:• Collaborate with the Lottery, media agency and other partners to develop Hispanic advertising and marketing plans, media strategy and stewardship across all channels and platforms.• Analyze opportunities and recommend strategies and tactics (advertising, promotions, digital and social media, retail marketing, experiential, grassroots, etc.) for effectively reaching the HCM.– Hispanic Market Expertise:• Provide overall market analysis, strategy development, and positioning of the Lottery brand and products, programs, and services within the HCM.• Provide deep cultural insights, audience segmentation, market intelligence, and trends for the HCM.(2) All the questions must be submitted no later than October 26, 2026.