Six agencies have won the Ontario Lottery and Gaming Corporation account jackpot by being named to its creative agency pools.
Working on the lottery brand and corporate marketing portfolio will be DraftFCB, Due North, MacLaren McCann, Taxi 2, The Hive Strategic Marketing and Young & Rubicam.
It is The Hives’ first time working on a lottery account, and the staff is “ecstatic,” said president Andy Krupski.
“It’s a massive organization with lots of work to do.”
DraftFCB and Y&R will also oversee the gaming and bingo portfolio, which includes the casino and slots assignments. This portfolio has historically focused on direct mail and customer loyalty programs.
The OLG agency pool goes into review every three years.
DraftFCB and MacLaren are both returning to the lottery mix after three years of producing work alongside Bensimon Byrne, which took part in the review and still works on sponsorship, promotion and design assignments for OLG.
OLG launched its review through Ontario’s Advertising Review Board in January. The ARB usually matches government organizations with creative agencies from its own agency roster. However, non-roster agencies were allowed to pitch OLG because its communication needs are more retail- and revenue-oriented than other governmental assignments.
“We were impressed with the response from the marketplace,” said Laurie Sloan, the ARB’s managing director. “It was a very competitive field… There is a lot of talent and expertise available to serve the communication needs of OLG over the next three years.”
Specific brand projects have not yet been assigned.
