Published: October 13, 2019

Nederlandse Loterijchooses Mindshare Greenhouse, says goodbye to UM

Media agency will do strategy, media planning and buying of the 7 brands, such as Staatsloterij. The Lotto and Toto.

Nederlandse Loterij - the name behind seven well-known games of chance - opts for media agency Mindshare Greenhouse after a desk orientation. From January 1, 2020, the agency is responsible for the strategy, media planning and buying of all brands of the Dutch Lottery, including Staatsloterij, Lotto and Toto.

"We are increasingly integrated in creation, media and performance," says Arno de Jong, CMO Dutch Lottery. ' This requires a flexible approach between online and offline media. Certainly when the online gambling market opens in the Netherlands in 2021, it is essential to place the media under one desk group. "

Greenhouse is no stranger to the Dutch Lottery, it has been responsible for all online activities for years. The expansion of the cooperation means that the Dutch Lottery will say goodbye to the UM media agency after 8 years.

Atva van Zanten, CEO of Mindshare, calls the choice 'a huge compliment to our teams in Eindhoven and Amsterdam who have worked very hard on integration in the past period'.

© Public Gaming Research Institute. All rights reserved.