Camelot UK Lotteries Limited (‘Camelot’) has today announced that it is conducting a review of its above the line advertising business for The National Lottery.
The announcement follows Camelot’s completion late last year of a wide-ranging strategic review designed to get The National Lottery back into responsible growth and raising as much money as possible for Good Causes. It also reflects the fact that, since Camelot’s last major advertising review 10 years ago, the growth of digital and social media has radically changed how businesses reach and engage consumers.
One of the key outcomes of the strategic review was a commitment to reinvigorate The National Lottery brand by making it and the unique role it plays in society far more relevant and visible. Camelot has therefore been looking at all aspects of its commercial activity to ensure that it has the right marketing strategy, plans and execution in place for The National Lottery in 2018 and beyond.
As part of this, it will be looking to place greater emphasis on promoting a more unified and overarching parent brand that more effectively communicates the life-changing good that The National Lottery does.
The ad agency pitch process is being overseen by Camelot’s Commercial Director Richard Bateson and managed by Oystercatchers, a leading agency search, evaluation and pitch consultant – with a final decision expected by early April.
Announcing the tender, Richard Bateson said: “This is a really exciting brief – we operate a number of the UK’s biggest-selling brands, including Lotto, EuroMillions and National Lottery Scratchcards, creating thousands of millionaires and raising billions of pounds for Good Causes in the process.
“Our current agency, AMV BBDO, is one of the best in the business and has created some fantastic advertising for The National Lottery over the last 15 years – so it goes without saying that we’ll be inviting them to pitch for the account. But, having committed to look at all of our marketing activity following our strategic review, and given the huge changes we’ve seen in the media and creative landscape since our last review, it’s the right time for us to take stock.
“We want to make sure that we still have the best agency for the job – a strategic advertising partner that will help us to reinvigorate The National Lottery brand and maximise the money we raise for Good Causes by creating relevant and engaging ideas that can be brilliantly executed in an integrated way through all media, digital and retail channels.”
The review does not affect Camelot’s media planning and buying arrangements, which have been handled by Vizeum since 2014.
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For further information, please contact:
Camelot Press Office: 020 7632 5711
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