Camelot launches below the line review

- Camelot has called a review of its below-the-line agencies following the above-the-line account's move from Saatchi & Saatchi to WCRS.

- Camelot has called a review of its below-the-line agencies following the above-the-line account's move from Saatchi & Saatchi to WCRS.

Five agencies have been put on the shortlist: Hicklin Slade & Partners, Tequila, Stretch the Horizon, Greensquare and the incumbent, KLP, which has been working for Camelot on a project-by-project basis since August.

The winning agency will be responsible for the design and production of Camelot's in-store merchandising material including posters, mobiles, stickers and other game support material for more than 35,000 lottery outlets throughout the UK. It is likely that the work will be largely weighted towards promoting the Instants brand, which has suffered declining sales for some time.

An agency source close to the review explained that the preliminary meetings and pitches -- which will take place in the second week of November -- have an entirely strategic focus. "Camelot wants us to look at the creative that WCRS comes up with and communicate that in whichever manner we think appropriate. The winning agency's role will be to conduct an audit of how the communication is carried out and come up with a strategy."

Another source explained: "Camelot has done a lot of research and knows who the consumers are and what they do. But we need to come up with the right mix of media to motivate them."

Ian Milligan, the marketing director of Camelot, said: "We are more than halfway through our licence and the time is right to review our below-the-line activity as we prepare to take the National Lottery on-line and Instants brands into their next stage of development."

WCRS picked up the above-the-line account for Camelot after a four-way shootout against M&C Saatchi, Publicis and Duckworth Finn Grubb Waters



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