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Allwyn, a new operator of the UK National Lottery announced that Leo Burnett, VCCP and VCCP would be working together as creative advertising agencies to promote the National Lottery during the first two years under the Fourth Licence. This will begin in February 2024.
Leo Burnett is a global advertising agency that has been hired to create compelling campaigns for National Lottery. They will also be working on a revamped proposal for instant lottery games, and examining how to better connect National Lottery with Good Causes.
VCCP is a global integrated communications agency that will manage rollover and jackpot campaigns, as well as marketing communications for Lotto and Set For Life.
Allwyn is the first to use a list approach when appointing agencies to work on the National Lottery. Allwyn can better focus its efforts on increasing awareness of individual brands with this approach. This will result in an increase of campaigns, and a greater reach.
Leo Burnett, a company with a long history of strategic and creative thinking, will be leading a team led by Charlie Rudd. Charlie Rudd has played a key role in many projects, including the successful repositioning for McDonald’s UK.
Hannah Fitzgerald, VCCP’s Managing Director will lead a team with proven experience in creating brands that resonate on an emotional level with the British Public.
Allwyn has given the agencies a brief that aims to help them bring to life its vision of the National Lottery, under the Fourth Licence: to grow it in a responsible and safe way and to enable it to give more money to Good Causes by increasing the National Lottery’s relevance and introducing new games to new audiences.
Leo Burnett will work with VCCP to develop campaigns that will be launched on 1 February 2024 in conjunction with the launch of the Fourth Licence.
Ingenuity Business Consulting managed the pitching process for Allwyn. Allwyn signed the Pitch Positive Pledge as part of this, which encourages advertisers and agencies to make the pitching process more accountable, intentional and responsible.
A spokesperson for Allwyn said: “We are delighted to have these two leading agencies support our vision of the National Lottery. The competition in the pitch process shows the popularity of the National Lottery. We look forward to seeing both agencies come up with compelling, effective campaigns to broaden the appeal of The National Lottery, and make it even more relevant for more people.
