European lottery group Allwyn, set to become the new operator of the UK National Lottery, announced on Monday it has chosen Leo Burnett and VCCP London as the creative agencies in charge of advertising. Starting from February 2024, when Allwyn assumes control of the Fourth Licence tender it won in 2022, these agencies will assume responsibility for creative marketing for the National Lottery.
For the first time, Allwyn is adopting a ‘roster approach’ assigning separate advertising agencies to enhance The National Lottery’s creative direction. The strategic move will allow a focused effort to raise awareness for individual product brands, said the operator. Consequently, this strategy is expected to spur an increase in the number of campaigns and maximize their reach, as reported by SBC News.
Under the new partnership, VCCP, an integrated communications agency, will be responsible for managing strategic marketing communication processes for the Lotto and Set For Life games of the Lottery. Moreover, the company will oversee jackpot-specific campaigns for different draw-based games.
Leading the team at VCCP is Hannah Fitz-Gerald, the company’s managing director. The company has a proven track record within the UK with many campaigns, including the recent success of Cadbury and Compare the Market.
Hannah Fitz-Gerald
Additionally, Leo Burnett will have a significant role in the creation of diverse campaigns for the National Lottery brand. The company will focus on overseeing and enhancing the standing of various lottery games, with the ultimate goal of increasing the funds generated for Good Causes.
Leading the team at Leo Burnett is CEO Charlie Rudd, who has played a critical role in numerous projects, including the successful repositioning of McDonald’s in the UK.
Charlie Rudd
Allwyn’s brief to both agencies is to design campaigns aligning with its vision for The National Lottery under the Fourth Licence. The intent is to safely and responsibly expand The National Lottery, thereby contributing more to Good Causes. This goal will be achieved by amplifying the relevance of The National Lottery and responsibly introducing a range of games to new audiences.
An Allwyn spokesperson commented on the new partnership and said: “The competitiveness of the pitch process demonstrates the appeal The National Lottery holds to many people. We’re excited to see both agencies develop compelling campaigns that expand The National Lottery’s appeal, making it more relevant to more people in a safe and sustainable way.”
Last month, the lottery group reported consolidated revenue of €1.64 billion ($1.77 billion) in its preliminary unaudited results for the first quarter ended 31 March, a rise of 80.1% year-on-year.
Original article: https://www.yogonet.com/international/news/2023/07/05/67779-allwyn-chooses-leo-burnett-and-vccp-to-lead-uk-national-lottery-39s-creative-marketing
