Sausalito independent agency Butler, Shine, Stern & Partners has landed one of California’s biggest public-facing accounts. The agency has been selected as lead agency for the California Lottery following a competitive review, with Canvas Worldwide named media agency.
The five-year assignment carries a maximum authorized expenditure of $550 million, with options for two additional one-year extensions. The win is a major one for the Bay Area shop, which was recently named Ad Age’s Small Agency of the Year.
The review began with 20 competing agencies and agency partnerships, including several major holding company networks. Lottery staff cited the BSSP and Canvas partnership for its “innovative thinking, exceptional creativity, and clear strategic leadership,” as well as its ability to turn player insights, data, and category expertise into a platform for future growth.
“This is one of the most meaningful wins in our agency’s history,” said Sinan Dagli, executive creative director and partner at BSSP. “The California Lottery challenged agencies to bring fresh thinking, deep consumer understanding and a vision for future growth. Our Outside/In philosophy helped us see the brand through the eyes of the people it serves, and we’re honored to help advance its mission of generating supplemental funding for California public education.”
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Tracey Faux-Pattani, CEO and partner at BSSP, emphasized the collaborative nature of the win. “This win reflects the strength of a truly integrated partnership,” said Faux-Pattani. “Canvas Worldwide brought exceptional media expertise, strategic rigor and a shared commitment to helping the Lottery connect with Californians in meaningful ways. We’re excited to embark on this journey together.”
Founded in 1985, the California Lottery has contributed more than $48 billion to education across the state.
For BSSP, the account adds another high-profile public-sector assignment to a year already marked by industry recognition. For the California Lottery, the move signals a push for fresh creative and media thinking as it seeks to deepen player engagement while continuing its education-funding mission.
