Camelot finally confirmed this week that it is seeking fresh ideas
on its pounds 16 million advertising account. Four agencies besides the
incumbent, Saatchi & Saatchi, will pitch for the business.
The news comes four months after the appointment of a new marketing
director, Ian Milligan, from Kellogg’s, and only two months after the
National Lottery operator vehemently denied a review (Campaign, 13
But it has been an open secret for some time that Camelot - which has
seen top-level staff changes and some damaging public relations gaffes
in recent months - was looking for change.
The performance of Camelot’s Instants has been disappointing and the
company has also come under fire over issues as diverse as overpaying
its executives and launching a BBC TV programme called the Big
M&C Saatchi, Abbott Mead Vickers BBDO, J. Walter Thompson and WCRS are
reported to be in the running to pitch for the account, but a formal
shortlist was still to be drawn up as Campaign went to press.
Tim Holley, the chief executive of Camelot, commented: ’The review of
our various contractual arrangements is an area of focus as we enter the
second half of our licence period. Saatchi & Saatchi helped us achieve a
textbook launch with some of the most recognised advertising of the
’However, we feel the time is right to review the position to ensure we
have the best possible advertising platform for the future.’
Saatchis devised the ’it could be you’ campaign after being appointed
for Camelot’s launch in 1994. It has remained the Lottery’s theme
Alan Bishop, the chairman of Saatchis, vowed to stick with the campaign
and its hallmark ’finger of fortune’. ’We’ll try to put up the best
possible defence and advocacy for it,’ he said.
Media, which is with Zenith and Portland, is unaffected by the pitch.