Littlewoods to pool 16m business into one agency

Littlewoods Pools is centralising its entire 16m advertising account into one agency and is holding a three-way pitch for the business.

Lowe Howard-Spink, Bates Dorland and D’Arcy Masius Benton & Bowles are understood to be vying for the work.

A spokesman for the company says that the pitch is for combined Littlewoods Pools, Spot the Ball and scratchcards.

LH-S handles the 10m (Register-MEAL) pools business, Bates has the estimated 4.5m scratchcard work and DMB&B’s Manchester subsidiary, Stowe Bowden Wilson, holds the 1.8m Spot the Ball account.

The spokesman says the winner will be announced next month.

Littlewoods Pools marketing director Tony Hillyer joined the company in July from Golden Wonder with a brief to drive sales of pools business through retail outlets.

Though the Government lifted restrictions on pools advertising this year, allowing TV commercials for the first time in April, sales have been hit by the National Lottery. Since last year, they have fallen by between 15 and 20 per cent.

In September, the company launched a charity-based scratchcard through Bates Dorland.

Sources close to Littlewoods say the majority of ad spend will switch from the mainstream pools side to scratchcards and lotteries.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here