- Saatchi & Saatchi will be sticking to its famous "It could be you" advertising slogan in the upcoming pitch for Camelot's prestigous £25 million advertising account.
Camelot, which runs the National Lottery, confirmed this week it is seeking presentations from five other agencies on alternative ideas for its advertising.
Media buying through Zenith Media is not affected.
Saatchi & Saatchi, which has worked with Camelot on the National Lottery since it was launched November 1994, has said it will repitch the account, but with the same campaign.
Camelot, on the other hand, said the time feels right to "look at alternative ideas", setting the scene for an almost certain split between the two.
Camelot, which two months ago vehemently denied all talk of seeking other agencies to do the work, said it had already contacted around five shops by the end of last week.
Tim Holley, chief executive of Camelot, said: "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 text book launch with some of the most recognised advertising of the decade. However we feel that now is the right time to review the position to ensure that we have the best possible advertising platform for the future."
Alan Bishop chairman of Saatchi & Saatchi, said: "The strategy behind the National Lottery advertising was to make it part of the fabric of everyday British life - immediately - and to deliver message that no adult in the country could avoid. We are immensely proud to have achieved this and to have built from absolutely nothing a brand that is now the largest in Britain."