CA education program continues relationship with Rogers & Assoc.

LOS ANGELES: Rogers & Assoc. has won a re-bid of the First 5 California account, valued at $21 million dollars over three years.

LOS ANGELES: Rogers & Assoc. has won a re-bid of the First 5 California account, valued at $21 million dollars over three years.

The agency has held the account since 1999, and beat out three other finalists to keep it: Ogilvy, Edelman, and LA-based Greer, Margolis, Mitchell & Burns, according to First 5 communications director Elisa Bupara.

"Rogers has a great understanding of our mission and of issues affecting young children," she said. "They have continually demonstrated expertise in reaching multicultural markets, which is so important given California's demographics. Their proposal had some new and exciting ideas for helping move the First 5 messages to a new level."

First 5 California is a statewide program dedicated to improving the lives of children under five, and focuses in part on access to early childhood education. It was established in 1998, after voters passed a proposition that added a 50 cents-per-pack tax on cigarettes to fund education, health, childcare, and other programs for expectant parents and young children.

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