2 local ad agencies put their money on lottery contract

March 31, 1992|By Liz Atwood | Liz Atwood,Staff Writer

Two Baltimore advertising agencies have placed their bets on a five-year state lottery contract valued at $8 million a year.

The Maryland State Lottery Agency is reviewing proposals from Trahan, Burden & Charles, the agency holding the account, and Eisner & Associates, which competed for the account when it was last awarded five years ago.

The winner of the contract is expected to be announced by April 10, said Patrick Oates, the contract administrator.

Trahan, Burden & Charles, originator of the "It Could be You" theme, is considered the favorite by industry leaders. Eisner is gambling that the state is ready to make a change.

The lottery limited its review to agencies that have been in business at least three years, have at least $10 million in billings and are within a 50-mile radius of Baltimore.

The belief that Trahan would win the contract again, coupled with the short time to prepare proposals, apparently discouraged some agencies.

Some of Baltimore's largest agencies, such as W.B. Doner and Gray Kirk/VanSant, did not bid. Earle Palmer Brown, based in Bethesda, could not compete because it works on the Virginia Lottery account.

Julie Mercer, a spokeswoman for Eisner & Associates, agreed that Trahan, Burden & Charles has done a good job on the account but said "We think change is beneficial."

The proposals will be evaluated on technical merit and cost.

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