MSLGroup wins bid for CalRecycle campaign

SACRAMENTO, CA: California's Department of Resources Recycling and Recovery has hired MSLGroup for a campaign promoting oil conservation to motorists.

SACRAMENTO, CA: California's Department of Resources Recycling and Recovery (CalRecycle) has hired MSLGroup for an outreach and education campaign promoting oil conservation to motorists following a competitive bid.

The 18-month contract was awarded to MSLGroup's San Francisco and LA offices, in a joint bid with Saeshe, a boutique ad agency in LA.

“We've successfully partnered with Saeshe on a similar program for LA County, so together we saw this as an opportunity to take what we've been doing at the local level and take advantage of our network strength and expand into the state,” Vickie Fite, managing director of MSLGroup's LA office, said.

MSLGroup beat out Edelman, the other finalist for the account. According to public documents released in conjunction with the RFP, CalRecycle works with Edelman on other contracts, in addition to Katz and Associates.

CalRecycle issued the RFP in early February. CalRecyle was not available for comment at press time.

Fite said the first component of the educational campaign is to expand on the state's previous “3,000 Mile Myth” program, which aimed to debunk the idea that drivers should have the oil changed in their vehicles every 3,000 miles.

“We want to encourage people to do a little bit of homework and check their car manual, so they know the right time to change their oil. With greener technology, a lot more vehicles can go a longer stretch of time before needing the oil changed,” Fite told PRWeek. “The second part of the campaign is to let people know what to do with that oil once they do change it, and how to recycle it responsibly.”

The “3,000 Mile Myth” campaign first launched in July 2007. The California Integrated Waste Management Board (an earlier incarnation of CalRecyle) hired Ogilvy PR for the initiative, which ran until November 2008 and has been dormant since.

Fite said the account is worth $1.2 million. The RFP set the maximum budget at $1.5 million. “With a lot of state contracts, you end up coming in lower to be competitive,” she explained.

MSLGroup is currently in the research and planning stages of the awareness campaign, Fite added.

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