VCCP was told on Friday that it had won the pitch for the planned lottery game, which aims to donate money to health-related causes, with an idea that focused on using the TV comedian and children's author Harry Hill.
However, the celebrity, who trained as a doctor before finding fame on the comedy circuit, had not been told who the advertiser was. When he found out, he withdrew from the campaign on the grounds that gambling is against his moral and ethical beliefs.
DLKW is still in contract negotiations with the lottery business. The agency declined to comment.
As Campaign went to press, the media account was still being contested, with Zenith-Optimedia, Walker Media and MindShare in the running.
Both pitches were handled by the AAR.
Once official appointments to the advertising and media accounts have been made, the proposed lottery's first advertising campaign will have to be turned around quickly, ahead of the planned launch date in early September.
The business, which is headed by Ian Milligan, the former sales and marketing director of Camelot, has still not had its licence granted by the Government, but has nevertheless been asking media agencies to pre-book advertising space for the launch campaign.