The State of Connecticut is seeking a qualified agency to provide comprehensive advertising and media services. This partnership will encompass creative advertising and marketing communication services, as well as media planning and buying to support statewide, multi-channel campaigns. The agency will be tasked with delivering innovative and effective solutions tailored to the unique goals and objectives of various campaigns, leveraging the most suitable media environments.

Key responsibilities include working collaboratively with the state's marketing team to manage all account activities, ensuring regular communication between creative and media teams for seamless program integration. The agency will conduct strategic account planning, market research, and provide recommendations on brand metrics and advertising communication. Consumer-led strategies and insights will be central to all initiatives, aiding in the annual advertising planning process and the development of creative briefs.

The selected agency will be responsible for producing high-quality, breakthrough creative for a variety of formats including television, radio, print, out-of-home, digital advertising, merchandising items, and point-of-sale materials within the retailer network. The scope extends to recommending talent for all creative work, creating impactful digital campaigns across consumer touch points, and contributing to the strategic development of social media content and creative assets. Additionally, the agency must develop strategies that effectively reach Connecticut's diverse population, integrating these efforts into broader market advertising to maximize the reach and effectiveness of the state's campaigns.