Orange County Business Journal

Casanova Keeps Hispanic Account for Lottery

Kari Hamanaka Monday, October 10, 2011

Costa Mesa-based advertising agency Casanova Pendrill has successfully defended its position as agency of record for the California State Lottery’s Hispanic advertising account.

The win came after a seven-month review of the contract.

Casanova, which is part of New York-based Interpublic Group of Companies Inc., has handled the account for the last 20 years. It has successfully defended the account at every five-year interval the contract has gone up for review. The periodic reviews are mandated by state law.

Casanova competed against five other agencies in the latest review for the new five-year contract, which is valued at $75 million in billings, counting a two-year option for the state to extend the deal.

The California State Lottery Commission narrowed a final phase of the account review to include Casanova, Los Angeles-based Acento and Coconut Grove, Fla.-based Alma.

Casanova’s new work for the California Lottery is set to debut next year.

The California Lottery is another big win for Casanova, which last month landed the Hispanic marketing account for Spartanburg, S.C.-based American-style restaurant chain Denny’s Corp.

Denny's Spanish-language ad spending last year was estimated to be $2.6 million, according to New York-based The Nielsen Co.

The Business Journal estimates Casanova to have about $220 million in capitalized billings, a key industry revenue measure.