Camelot set to overhaul digital ad arrangements

Camelot, the National Lottery operator, is to hold a review of its digital advertising accounts as it looks to create more formal agency relationships and ramp up its new-media activity.

Camelot Interactive, the recently formed digital arm, is holding a pitch for the creative online advertising work, which is currently in the hands of WCRS's new-media team. WCRS is responsible for Camelot's creative advertising account.

Digital buying is handled by Tribal DDB on an informal basis and it is understood that Camelot Interactive is seeking to formalise that relationship, but is also speaking to other agencies.

Media Planning Group's interactive arm, Media Contacts, handles the digital planning account for Camelot. It is not clear if that business is also being reviewed.

A Camelot spokesperson commented: "Camelot is currently exploring a number of directions for its online presence and is in consultation with a number of creative agencies. No decision has been taken and one is not expected for several weeks. Camelot will not comment further until it is in a position to announce who it has chosen to work with on its online offering."

The interactive agency Victoria Real handles work for Camelot including the development of the National Lottery website and a range of games and applications. It is also thought to be unaffected by the review.

Above-the-line planning is handled by Media Planning Group with buying by OMD.

The move comes as Camelot looks to increase its use of digital as an advertising channel and promote the range of lottery products consumers can access on its website.