BMP DDB has won the 13m task of launching a National Lottery game run by pools operator Vernons.
The agency won the business after a head-on pitch with Saatchi & Saatchi, which holds Camelot’s advertising account for the main National Lottery online draw and scratchcards.
A Vernon’s spokesman denies the appointment of BMP is related to running games for the National Lottery, and will only admit the agency will work alongside Vernons existing agency, McCann-Erickson Manchester, on existing business.
However, Vernons has applied to Lottery regulator Peter Davis seeking permission to run a National Lottery game with a “section six licence”, which allows operators apart from Camelot to run games.
Insiders have confirmed that BMP’s appointment will be to promote the game, if Davis grants Vernons a licence.
The game would be run in partnership with Camelot. It is thought the pools company would have to give 28p in the pound tothe National Lottery Distribution Fund.
Details of the game are sketchy, but it is understood that it could take Davis two to three months to decide whether to grant the game a licence.
The game will be launched to coincide with the World Cup in France next summer.