The Lottery operator Camelot has appointed Hicklin Slade & Partners
and Peter Kane & Co as its below-the-line agencies.
The agencies will share Camelot's retailer strategy and planning,
communication, retailer incentives, promotions and point of sale across
the 35,000 lottery outlets in the UK.
They took part in a pitch process that lasted six months, culminating in
a final shoot-out against KLP Euro RSCG.
The original pitchlist comprised seven agencies, which were given five
weeks to respond to the brief. This was shortlisted to three.
Camelot refused to provide agencies with an overall budget for the
account because the vast proportion will be spent on printing costs.
However, a budget of around £3 million is believed to have been
allocated to developing promotions and creative.
Hicklin Slade is the incumbent on the account, having been appointed in
January 1999. Its selection alongside Peter Kane & Co will see it
working for Camelot throughout the second National Lottery licence
Camelot has also spoken to advertising agencies about its creative
account, currently with WCRS, but has so far not called a review. In
February, it reappointed Media Planning Group and OMD UK to its media
planning and buying accounts.
Ian Milligan, Camelot's sales and marketing director, said: "We are
delighted to announce the appointment of these agencies after what has
been a very extensive pitch process. 2002 and the start of the second
licence will see a whole range of new retail and consumer initiatives as
well as substantial investment to grow sales."