Gaggle of IPG Shops Selected For NY Lottery Ad Duties

The New York State Lottery has selected a handful of  Interpublic Group agencies to handle advertising duties during its next contract period, the lottery organization confirmed Tuesday.

McCann and MRM//McCann have been named to handle creative and digital responsibilities for the Lottery, while sibling media agency UM was named media agency of record. Sibling agency Casanova Pendrill will handle Hispanic ad duites and Momentum will manage events and activations. The announcement follows a competitive advertising review that included the incumbent, Omnicom Group’s DDB and OMD.  

Estimated annual advertising expenditure for the account is approximately $50 million. The new contract has a five-year term. There were rumors back in November that the assignment was headed to McCann, but a lottery rep said at the time that the review process was ongoing. 



Harris Diamond, CEO of McCann Worldgroup, said: “The win of the New York Lottery business is hugely gratifying and we’re looking forward to contributing to its success.”

Kasha Cacy, US President, UM said: “This is a perfect example of the strength of cross-agency collaboration. We are thrilled that in partnership with McCann, we will be able to deliver meaningful consumer connections through media and analytics to successfully help the NY Lottery achieve their business goals and expand awareness and loyalty across their portfolio.”

This story has been updated with additional information about the winning agencies.

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