Allwyn examining media potential as National Lottery transition underway

As a transformational year for the company gets underway, Allwyn has initiated a review of its media planning and buying account, according to Campaign.

The multinational European lottery group has reportedly retained Dentsu-owned media agency iPropsect as its partner for the review, which is being handled by intermediary Ebiquity.

Allwyn is apparently conducting the creative review with an aim to maximise media potential, following a buyout of current National Lottery operator Camelot and ahead of its direct assumption of operator duties in February next year.

Marketing news site Campaign reports that Adam & EveDDB, which has handled Cameot’s advertising contract since 2018 and produced its recent Christmas ad, has not been invited to repitch.

Instead, VCCP and Leo Burnett were named as the final two agencies considered for the account in a process run by Ingenuity.

Allwyn has offered little comment on the development, informing Campaign: “There is nothing for Allwyn to confirm or comment on at this stage.”

As the firm prepares to handle one of the biggest European lottery networks, marking the first time the contract has changed hands since inception in 1993, Allwyn’s ad account could become one of the highest spending in the UK.

Allwyn’s long-term vision as National Lottery steward was fully realised earlier this month when it completed its acquisition of Camelot UK from the Ontario Teachers Pension Plan Board.

The company had previously been chosen by the UK Gambling Commission (UKGC) as the successful participant of the Fourth National Lottery licence contest, and will fully assume management on 1 February 2024.

Commenting at the time of the Camelot takeover’s finalisation, Allwyn CEO Robert Chvatal said: “Common ownership of the operators of both the third and fourth licences will help ensure the successful delivery of the National Lottery both in 2023 and over the next decade.”