DIRECT NEWS: Camelot starts review of below-the-line task

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 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

online and the Instants brand into the next stage of development.’



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