Two creative agencies have won the U.K.'s National Lottery
account, appointed by Allywn, which was awarded the lottery license in September 2022.
Allywn, chosen by the U.K. Gambling Commission, has decided a creative roster approach is
best.
Leo Burnett will develop campaigns for The National Lottery brand. The agency will improve the partnership between National Lottery games and various good causes that
financially benefit from the endeavor.
VCCP will oversee marketing communications for the Lotto and Set For Life games. It will also manage rollover and jackpot-specific
campaigns for draw-based games.
Both agencies start work in February 2024, when Allwyn official takes over from Camelot, which has enjoyed a 28-year run as lottery operator.
During the 2021-2022 financial year, the National Lottery distributed nearly $2.4 billion to worthwhile organizations. Some 95% of revenue goes to winners and society.
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“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,” said an Allwyn rep.
Allwyn, formerly Sazka, is a Czech company.
In the year ending
March 2023, health, education, environment and charitable causes were awarded 40% of revs. Sports, arts and heritage equally divided the other 60%.