According to industry sources, VCCP, which had signed a full-proof NDA, was verbally appointed to the account on the assumption that the advertising would star Harry Hill, the TV comedian and children's author. However, when the agency was allowed to inform Hill that the advertising under discussion was to promote a lottery, his representatives declined to take the conversations any further.
The new lottery, which will donate money to local health services, is set to launch early September under the leadership of Ian Milligan, the former sales and marketing director of Camelot.
At present, the Health Lotteries is waiting for its licence to be granted by the Government.
However, Walker Media has been appointed to handle the £8 million media account to pre-book advertising space for the launch campaign.