Advertising Agency Services (2026 Ad Agency RFP)

The Minnesota State Lottery is hiring a full-service advertising agency for strategy, creative, and media planning and buying on an $8.3 million annual ad budget.

At a glance

Scope: The agency would provide account management, annual strategic planning across six campaigns, creative development, and media planning, buying and trafficking for the Lottery's games and brand. Collateral, PR and other projects may be added through signed estimates, with media and production passed through at cost.
Key deliverables: Account management
Annual strategic plan covering 6 campaigns
Creative development
Media planning and buying
Media trafficking
Collateral and PR (by estimate)
Budget: $8.3 million advertising budget (as stated in the RFP)
Contract: Monthly agency fee; media and production at cost with no markup; March 1, 2027 to February 28, 2030, with options to extend up to 2 more years
Key dates: RFP issued: Sep 29, 2026
Written questions due (passed): Oct 16, 2026, 2:00 PM CST
Q&A Round 1 answers posted: Oct 27, 2026
Written proposals due: Nov 20, 2026, 2:00 PM Central
Finalists designated: Dec 11, 2026
Finalist assignment issued: Dec 14, 2026
Finalist written questions due: Dec 18, 2026, 2:00 PM CST
Answers to finalist questions: Dec 22, 2026
Response deadline: November 20, 2026 (15 days)
Eligibility: Must submit two copies of the proposal on USB drives in sealed envelopes to the Lottery's Roseville, MN office
Must be able to provide full-service account management, strategy, creative, and media planning and buying
Must complete the Agency Fee Worksheet included with the RFP
Services: Brand & creative, Paid media, Digital marketing, Social media, Content & video, PR & communications

Why this could be interesting

Large account: an $8.3 million advertising budget, described as stable and expected to continue
Long term: three-year base plus up to two option years
Full agency-of-record scope spanning strategy, creative and media
Budget data, brand guidelines and audience research are posted with the RFP

Best suited for: Mid-size to large full-service agencies with in-house media buying and experience in lottery, gaming or high-volume retail consumer brands, ideally with a Minnesota or Upper Midwest presence.

About this RFP

The Minnesota State Lottery wants an advertising agency to handle account management, strategic planning, creative development, and media planning, buying and trafficking. Strategic planning includes an annual plan covering six campaigns. Collateral, public relations (PR) and other costs may be added under signed estimates.

The RFP states an advertising budget of $8.3 million. It says the budget has been flat for several years and is expected to stay the same next biennium. Brand guidelines, audience research and an agency fee worksheet are posted with the second amended RFP.

The agency is paid a monthly fee. Media and production are paid at cost with no markup. The contract would run March 1, 2027 to February 28, 2030, with options to extend up to two more years. Selection is staged: written proposals, then finalists, an assignment, working sessions and finalist presentations.

How to respond →

Summary by Agency Field Guide. The buyer’s own documents and instructions govern; check them before you respond.