RFP 2024-04 Advertising and Marketing Services

This contract establishes a five‑year‑plus (December 2 2024 – March 31 2030) partnership for a statewide advertising and marketing program supporting Covered California’s individual and small‑business health‑insurance enrollment. The selected Agency of Record will be responsible for strategic planning, multicultural creative development, media planning and buying across TV, radio, digital, OTT/CTV, social, search, and out‑of‑home channels, as well as measurement, analytics, and reporting. The award is a single‑vendor, open‑competition solicitation with an estimated total ceiling of $205 million (including a $15 million contingency) and an annual media budget of roughly $38 million. Key deliverables include brand‑building, multilingual outreach, media‑mix modeling, and ongoing performance dashboards; the contractor must maintain a California‑based office with at least 50 staff and $100 million in annual billings.