Allwyn Appoints Leo Burnett and VCCP as Creative Agencies for UK National Lottery

Olwin has named Leo Burnett and VCCP as joint creative advertising agencies for the UK National Lottery.

Under the agreement, Leo Burnett will craft advertising campaigns for the National Lottery brand. The agency will also enhance the planning of instant win lottery games and fortify the link between National Lottery games and charitable causes.

VCCP will be in charge of marketing communications for the Lotto and Set For Life games. It will also manage rollover and jackpot-specific campaigns based on draw-based games.

Olwin stated the multi-agency strategy will assist in boosting awareness of individual product brands. It mentioned this will result in more advertising campaigns and maximize reach.

“We are thrilled to appoint these two leading agencies to support our vision for the National Lottery,” an Olwin representative said. “The competitive nature of the bidding process demonstrated the allure of the National Lottery to many.

“We anticipate both agencies delivering effective and engaging advertising campaigns to further expand this appeal, making the National Lottery more significant to more people in a safe and sustainable manner.”

The fourth National Lottery permit.

In the month of March 2022, the UK Gambling Commission declared that Allwyn (formerly recognized as Sazka) was its favored operator for the National Lottery. This choice was finalized in September 2022, with Allwyn being granted the fourth National Lottery permit. They will take over operations in February 2024, bringing to an end Camelot’s 28-year tenure.

This decision was met with resistance from Camelot and its technology provider, IGT, who contested the commission’s choice and ultimately brought it before the court. Camelot initiated a legal challenge in April 2022, arguing that the commission lacked transparency in its communication and that its workers deserved a proper explanation.

This resulted in the High Court automatically suspending the decision to grant the permit. However, Camelot withdrew its challenge to the High Court in September, following reports that a prolonged legal battle could jeopardize funding for charitable organizations, clearing the path for Allwyn to receive the license.

Earlier this year, Allwyn completed the acquisition of Camelot UK from the Ontario Teachers’ Pension Plan Board (OTPP). Allwyn also finalized an agreement to acquire Camelot’s lottery solutions division for the US from Ontario Teachers.

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