Under government regulations, the decision is likely to lead to a full pitch for the lottery operator's digital creative business.
The move comes amid a flurry of activity in the digital sector, set to intensify in anticipation of massive growth.
Won without a pitch, the briefs, to develop awareness and direct response, add creative to the online media buying brief that Tribal has held for four years.
M&C Saatchi's new digital outfit, Play, also made a good start to the year, picking up its first brief, the interactive account for Virgin Books.
The win includes strategic planning, creative and media planning and buying for the publisher and retailer, which has historically spent the lion's share of its budget on trade marketing.
Initial work is likely to include a review of brand positioning, with a focus on getting the most out of the Virgin name, plus viral and mobile marketing campaigns.
Elsewhere, the European consultancy LB Icon has bought out the digital agency Wheel for an undisclosed sum to be settled by a mixture of cash, shares and bonds.
Wheel regained independence in December 2003, when its chief executive, Philip Hunt, and managing director, Ewe Sturgeon, bought the business back from Primedia for £157,000. The move had an immediate effect on financial performance: on the back of a loss in FY03, Wheel reported a pre-tax profit of £328,000 for the year to 30 June 2004, on a turnover of £6.3m.
Activity in the digital market looks set to continue throughout 2005, with forecaster predicting further record growth for the sector. According to figures from the Advertising Association, UK internet advertising is set to grow by 38.1% in 2005.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.