Annual Report - Nebraska Lottery

AGENCY SELECTION
The Nebraska Lottery has retained Ayres Kahler
Advertising as its advertising agency of record for another
three years.
The announcement was made on May 25, capping a
process that began in January with the issuance of a
Request for Proposals for Advertising and Marketing
Services.
Several weeks of preparation and review went into
the two-phase selection process. First, interested agencies
were asked to submit by February 4 a capabilities
statement detailing their respective resources and experience.
A committee of Nebraska Lottery employees
examined those capability statements, and select agencies
were invited to submit proposals for two detailed
marketing projects.
Phase II written submissions were due March 18, and
agencies made oral presentations on their proposals during
the week of March 21. This stage of the selection
process was conducted by representatives of the
Nebraska Lottery, supplemented by representatives of the
Arizona and Delaware lotteries.
Submissions were scored according to four criteria:
Overall Strategic approach, Media Plan considerations,
Creative executions, and Promotional and Public
Relations plans.
Agencies' proposed compensation for the contract
was evaluated separately, after the review committee had
made its assessment using the four scoring criteria.
Ayres Kahler has been the Nebraska Lottery's advertising
agency of record since 1997. The new three-year
contract commenced on July 1, 2005, and includes the
option of three one-year extensions.
Ayres Advertising was founded in Lincoln in 1946.
Tracing its roots to 1935 as Louis Holland Advertising,
Kahler & Company was so named in 1992. A 2002
merger formed Ayres Kahler, with offices in Lincoln and
Omaha.
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