Camelot has fired the starting gun on a full review of its £20 million media planning and buying account, and is lining up four agencies to pitch for the business.
Camelot has been expected to put its media buying out to pitch for some time, with speculation of a full review mounting last week (Campaign 9 October). Now a number of agencies are being lined up to pitch for the business, with presentations due at the end of the month.
The implementational planning and buying account is currently handled by Zenith Media. Zenith won the business alongside its sister creative agency, Saatchi & Saatchi, back in 1994 when Camelot launched its National Lottery to the public.
Zenith Media will repitch for the account alongside BMP Optimum, MediaVest, and Walker Media. Walker Media's founding partner, Christine Walker, worked on Camelot when she was chief executive of Zenith.
The decision to review buying follows Camelot's formal appointment last week of Mediapolis as the company's strategic media agency of record.
Mediapolis, a sister company to Camelot's new creative agency, WCRS, had originally been handed the business on a three-month tenure but will now be a long-term strategic partner for the lottery company. However, Camelot is understood to have decided to keep strategic planning and buying separate.
The media review follows a rethink of Camelot's creative and media strategy, with the buying task the last to come under the spotlight. The overhaul was sparked by the appointment of Ian Milligan in January and is likely to see the demise of the famous finger of fortune and "it could be you" strapline.
None of the shortlisted agencies would comment on the pitch, referring all calls through to Camelot.