Camelot, the UK national lottery operator, has appointed BMP Optimum to its £20 million ($33 million) media planning and buying account following a five way competitive pitch.
BMP pitched against MediaVest, Walker Media, Universal McCann and the incumbent of four years, Zenith Media, to win the business.
Zenith held the implementational planning and buying account, which it won alongside its sister creative agency, Saatchi & Saatchi, back in 1994 when Camelot launched the National Lottery to the public.
The appointment of BMP is the third agency appointment Camelot has made during a round of reviews. In October it appointed Mediapolis, a sister company to Camelot's new creative agency, WCRS, to its strategic planning and buying account.
WCRS itself was appointed as creative agency in early August. Its first work for the National Lottery breaks on Thursday with the new strapline "Maybe, Just Maybe", which replaces "It could be you".
Camelot is currently holding pitches for its direct marketing account.
Ian Milligan marketing director at Camelot, said: "Zenith Media has done a very good job over the last four years and will be a tough act to follow. We believe BMP Optimum are the best partners to work alongside WCRS and Mediapolis to achieve our objectives for the rest of the licence period."
Paul Taylor, managing director of BMP, said: "At the heart of our proposal was buying expertise linked to strategic and creative affinity and on this basis we look forward to joining the Camelot team."