This Request for Proposal (RFP) #R002925 (also referred to as a “solicitation”) is for the California State Lottery (Lottery) to solicit proposals from qualified agencies to serve as the Lead Marketing & Advertising Agency responsible for the strategic planning, creative development, and implementation of the Lottery’s consumer marketing initiatives to raise awareness, elevate brand perceptions, and maximize product sales to increase Lottery profits and contributions to California public schools. The Lottery will also consider proposals from partnerships and joint ventures; for example, a creative advertising agency and a media agency.