Camelot reviews National Lottery ad account held by long-serving AMV BBDO

The National Lottery goes up for review

Camelot UK Lotteries is reviewing its above the line advertising business for The National Lottery, with incumbent agency AMV BBDO invited to pitch after 15 years on the account.

Following a strategic review at the close of 2017, Camelot decided to initiate its first ad review in 10 years and the incoming agency will have to pitch creative that shows the good work the gambling brand does for society.

The pitch process will be overseen by Camelot commercial director Richard Bateson. Matchmaker Oystercatchers will manage the process and a decision is expected in April.

Bateson said: “This is a really exciting brief – we operate a number of the UK’s biggest-selling brands... 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."

Bateson concluded: “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."

Media planning and buying arrangements will still be handled by Vizeum.

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