WCRS has scooped the creative account for Camelot’s pounds 20
million National Lottery business, thwarting M&C Saatchi which had been
firm favourite for the business.
The agency will handle creative work for all National Lottery draws and
Instants from the end of 1998, bringing down the curtain on Saatchi &
Saatchi’s four-year tenure of the business.
WCRS’s sister media shop, Mediapolis, has been appointed on a short-term
basis to handle media planning, pending a full review of media planning
in the autumn. Media buying, which is through Zenith and the poster
specialist, Portland, is not affected by the review.
The switch almost certainly means the end of the lottery’s familiar
’finger of fortune’ and ’It could be you’ slogan. Ian Milligan, the
marketing director of Camelot, said the ’cross-fingers’ logo was likely
to figure much more prominently in its advertising in future.
Stephen Woodford, the managing director of WCRS, said: ’The National
Lottery is a great British institution and we’re honoured to have been
chosen to be brand partners in building on this success.’
WCRS triumphed in a four-way shoot-out against M&C Saatchi, Publicis and
Duckworth Finn Grubb Waters. Saatchi & Saatchi failed to reach the final
shortlist amid reports of a deteriorating relationship between agency
The decision will be a big disappointment to M&C Saatchi, a number of
whose senior executives played a major part in capturing the business
for the Charlotte Street agency in May 1994.
Milligan said: ’People may have thought it was going to be a done deal
with M&C Saatchi but that was never going to be the case. Business is
business and we’ve gone with the people we felt were the most
Camelot began sounding the death knell on Saatchis’ hold on the account
business soon after Milligan’s appointment as marketing director in
Its official line was that it wanted a ’fresh’ approach - although
management changes at Camelot and a disappointing performance from
Instants are said to have weakened the relationship between client and