A California Marketing Contract Was Just Overturned. Expect More of This.
Over the past several months, we've noticed a trend that extends beyond any single procurement: California communications contracts are becoming increasingly competitive—and increasingly scrutinized.
Consider three recent examples:
California Department of Insurance (CDI) Outreach & Advertising – Award protested. Procurement subsequently canceled. Industry is now waiting to see whether and how the requirement is reissued.
GO-Biz Branding Contract – Initially awarded to Edelman. Following a protest, the award was rescinded and ultimately awarded to Misfit, a California-certified Small Business Enterprise.
Department of Industrial Relations (DIR) – Award currently under protest.
While every procurement has its own facts and circumstances, the outcomes reinforce several themes we're seeing across California's communications marketplace:
Small business participation continues to matter.
California-specific experience and local market understanding carry significant weight.
Agencies appear increasingly willing to challenge award decisions.
Evaluation processes are facing greater scrutiny than in years past.
At the same time, California opportunities are attracting a broader range of competitors—from independent agencies and public affairs firms to national holding companies and firms entering from outside the state.
The result is greater scrutiny of evaluation outcomes—and potentially more protests, reevaluations, delays, and corrective actions.
The Takeaway
Winning in California increasingly requires more than strong creative, strategy, or credentials. It requires understanding how California buyers evaluate proposals, apply scoring criteria, and defend award decisions.
And if a decision does not appear to have been fairly rendered, agencies should not simply roll over and move on. They should review the evaluation carefully, think critically about the process, and assess whether a protest or request for clarification is warranted.
The GO-Biz outcome is a reminder that procurement decisions are not always final simply because an award has been announced.
Awarded doesn't always mean won.