• by Steve McClellan  @mp_mcclellan, November 9, 2021

Denver-based ad agency Cactus has been selected as the agency of record for the North Carolina Educational Lottery. The initial contract period is three years and the agency’s first work will appear in early 2022.

As the lead creative agency, Cactus will be focused on integrated strategy, creative development and production for campaigns utilizing traditional broadcast, digital, social media, and point-of-sale.

The Lottery typically launches 48 to 52 scratch-off games each year, and Cactus will support monthly launches of new scratch-off games with original creative campaigns as well as supporting various draw games with campaigns throughout the year. The agency will also take the creative lead on campaigns for branding, beneficiary, and responsible gaming messaging.

Since its start in 2006, the lottery has grown into a $3.8 billion a year sales and marketing organization and has raised more than $8.5 billion for education.

Cactus has a track record in the lottery space, most notably a 14-year partnership with the Colorado Lottery.

The lottery account is the latest of 11 new business wins so far for the agency this year. The new accounts a spread across several categories including travel & tourism, financial services, healthcare, retail and CPG.