Camelot, the National Lottery operator, has called off its strategic media review and has decided to hand the business to Mediapolis and its strategic media operation, Catalyst.
The decision comes two months after Camelot awarded its creative account to WCRS, Mediapolis' sister creative agency. At the time Mediapolis was appointed on a temporary basis to caretake the strategic media task on Camelot's £20 million media spend.
In recent weeks Camelot has been preparing to line up other agencies to pitch for the strategic brief but this week announced that Mediapolis has been handed the business on a formal, long-term basis.
Ian Milligan, Camelot's director of marketing, said: "We have been very impressed with the work done by Mediapolis and they will be a key long term partner."
Marc Mendoza, the managing director of Mediapolis, said that Catalyst's work for Camelot over recent weeks "has proved good enough to justify a more permanent appointment for Mediapolis."
The strategic appointment has fuelled speculation that Camelot will now look at its media buying, handled by Zenith Media. No-one at Camelot was available to comment.