Five shops to fight for pounds 20m Camelot media

Camelot has fired the starting gun on a full review of its pounds 20 million media buying account, and is lining up five media agencies to pitch for the business.

Camelot has fired the starting gun on a full review of its pounds

20 million media buying account, and is lining up five media agencies to

pitch for the business.



Camelot has been expected to put its media buying out to pitch for some

time, with speculation of a full review mounting last week (Campaign, 9

October). Poster buying, through Portland, will not be affected by the

media buying review.



The implementational planning and buying account is now handled by

Zenith Media. Zenith won the business alongside its sister creative

agency, Saatchi & Saatchi, in 1994 when Camelot launched the National

Lottery.



Zenith Media will repitch for the account alongside Universal McCann,

BMP Optimum, MediaVest and Walker Media. Walker Media’s founding

partner, Christine Walker, worked on Camelot when she was chief

executive of Zenith.



The decision to review media buying follows Camelot’s formal appointment

last week of Mediapolis as the company’s strategic media agency of

record.



Mediapolis, a sister company to Camelot’s new creative agency, WCRS, had

originally been handed the business on a three-month tenure but will now

be a long-term strategic partner for the lottery company.



Mediapolis will now work alongside the new media buying company on media

strategy.



The media review follows a rethink of Camelot’s creative and media

strategy earlier this year, with the buying task the last to come under

the spotlight.



The overhaul was sparked by the appointment of Ian Milligan as marketing

director in January.



Milligan confirmed the review. ’Zenith has done a good job and will be a

tough act to beat but now we need a great job. We need to ensure we are

absolutely on the top of our game,’ he said.