Camelot picks two agencies for below-the-line account

The Lottery operator Camelot has appointed Hicklin Slade & Partners

and Peter Kane & Co as its below-the-line agencies.

The agencies will share Camelot's retailer strategy and planning,

communication, retailer incentives, promotions and point of sale across

the 35,000 lottery outlets in the UK.

They took part in a pitch process that lasted six months, culminating in

a final shoot-out against KLP Euro RSCG.

The original pitchlist comprised seven agencies, which were given five

weeks to respond to the brief. This was shortlisted to three.

Camelot refused to provide agencies with an overall budget for the

account because the vast proportion will be spent on printing costs.

However, a budget of around £3 million is believed to have been

allocated to developing promotions and creative.

Hicklin Slade is the incumbent on the account, having been appointed in

January 1999. Its selection alongside Peter Kane & Co will see it

working for Camelot throughout the second National Lottery licence


Camelot has also spoken to advertising agencies about its creative

account, currently with WCRS, but has so far not called a review. In

February, it reappointed Media Planning Group and OMD UK to its media

planning and buying accounts.

Ian Milligan, Camelot's sales and marketing director, said: "We are

delighted to announce the appointment of these agencies after what has

been a very extensive pitch process. 2002 and the start of the second

licence will see a whole range of new retail and consumer initiatives as

well as substantial investment to grow sales."