SACRAMENTO, CA: The California Department of Conservation issued an RFP for an agency to conduct communications for its beverage container recycling program. The year-long account, which commences July 1, has a budget of $5 million and includes an option to extend the contract for two one-year periods. The RFP was issued on January 5, and it is expected to be awarded May 1. The effort includes behavioral and social marketing, advertising, consumer research, and development of partnerships with outside entities. According to Conservation Department documents, a number of large agencies attended a January 14 mandatory bidders’ conference, including Burson-Marsteller, Edelman, GolinHarris, Hill & Knowlton, Ogilvy, Cohn & Wolfe, MWW Group, Fleishman-Hillard, and Porter Novelli.