Published: February 15, 2023

Allwyn still in process of creative review for National Lottery

New UK National Lottery operator Allwyn is reviewing its media account as it remains embroiled in an endless creative pitch between Leo Burnett and VCCP for its creative account.

Allwyn is due to take over took over as lottery operator from Camelot with adam&eveDDB currently handling the creative account (below). Dentsu’s iPropect is currently Allwyn’s media partner. Ebiquity is reportedly handled the pitch.

Leo Burnett and VCCP were named as the final two creative contenders before Christmas and it’s unusual to a race down to two to take so long. The National Lottery is one the Uk’s biggest non-retail accounts, billing around £60m under Camelot.

Payment terms will be an issue with such a large contract and, in other spheres, it’s not unusual for the whole process to be re-started when an early decision isn’t made. Leo Burnett and VCCP will be hoping that’s not the case here.


Allwyn has stepped up preparations for the next year by launching a review of its media planning and buying account, according to Campaign.

The multi-national lottery operator will officially assume control of the UK National Lottery in February 2024, taking the reins from current incumbents Camelot, and is putting plans in place to ensure the transition is a smooth one.

Earlier this month, it officially completed its acquisition of Camelot UK from the Ontario Teachers’ Pension Plan Board, with Camelot becoming a wholly-owned subsidiary of the operator.

Camelot has worked with iProspect as its retained media partner and, according to Campaign, the Dentsu-owned agency will be involved in the pitch, which it is believed is being handled by intermediary Ebiquity.

Allwyn is currently in the process of undertaking a creative review as it seeks to maximise its media potential.

However, Adam & Eve/DDB – who have handled Camelot’s ad account since 2018 and made the National Lottery’s most recent Christmas ad – have not been invited to repitch, with VCCP and Leo Burnett named as the final two agencies being considered for the account in a process run by Ingenuity.

A spokesperson for Allwyn said: “There is nothing for Allwyn to confirm or comment on at this stage.”

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