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Allwyn UK, incoming operator of The National Lottery announced that Heart & Science was selected as its preferred partner media for the upcoming Fourth National Lottery Licence which begins in February 2024.
Hearts & Science, which is part Omnicom Media Group (OMG), will begin working immediately to prepare for the National Lottery Licence transfer early next year.
Ross Sergeant is Allwyn’s Global Media Head. He said that Hearts & Science had been able “to provide a unique view paired with innovative ways to approach strategy, planning, and buying.” This is a new type of media agency, rooted in science and pursuing creative and innovative media opportunities.
Garrett O’Reilly said, “We’re incredibly excited to be appointed by Allwyn as their partner to help usher in a new era for The National Lottery – to reach out and connect consumers to this amazing force of good.” Allwyn’s ambitions in digital innovation and creativity speak to our values. As does its stance on the social value.
As they seek to transform and future-proof the brand, we are mandated to provide modern media solutions powered by the Omni Marketing Orchestration System that will accelerate this journey and build relationships with players beyond the point-of-purchase. Allwyn makes a bold statement to the industry by selecting Hearts. It shows that it is willing to innovate and to bring transformational thinking into The National Lottery.
Ross Sergeant said: “We were impressed by Hearts & Science’s logical, clear approach to finding and testing new innovations in this area. Hearts & Science has the operational capabilities, as well as the industry-leading trading practices and commercial practices that we need to transform The National Lottery in the coming decade. We are looking forward to a long-lasting partnership with Hearts & Science.”
Hearts & Science’s global expansion continues with this appointment. It has won over PS200m in new net business billings from Jaguar Land Rover and Mulberry. Tropicana brands, Tropicana, and now Allwyn, are also part of this.
Ebiquity worked with Allwyn as a media adviser to help run the pitching process. The incumbent agency iProspect under the current National Lottery Operator, Camelot will continue media planning, buying and strategy for The National Lottery up until January 2024.
