National Lottery operator Camelot is drawing up a list of about five agencies to pitch for its 19m ad account, including incumbent Saatchi & Saatchi, which has held the business for four years.
The review was initiated last week by marketing director Ian Milligan, who joined Camelot in January (MW January 29). He is thought to be keen to axe the finger of fortune logo and the “It could be you” slogan, which have been used since the Lottery’s launch in November 1994 (MW March 19). He is also looking for a new campaign to revive flagging sales of Instants scratchcards.
Milligan and commercial director Dianne Thompson have held informal talks with London agencies about the account.
Saatchi will repitch for the business, and says it will present more executions on the “It could be you” theme when it repitches.
Saatchi chairman Alan Bishop says: “Our strategy was to make Lottery advertising part of everyday life – and we’ve achieved this.”
Observers say there are a number of other possible candidates to join the shortlist.
Milligan previously worked at Kellogg, which uses J Walter Thompson and Leo Burnett for its advertising. It is thought the two Camelot directors have spoken either individually or collectively to JWT, as well as Abbott Mead Vickers.BBDO, M&C Saatchi and Publicis.
BMP.DDB, which handles advertising for Vernons’ National Lottery game, is also thought to be a contender.
Over a year ago, Thompson threatened to fire Saatchi unless it moved away from the finger of fortune theme. The agency persuaded her to keep the campaign.
Camelot has spent an estimated 100m on advertising. Last year, the company turned in sales from the prize draw and scratchcard business of nearly 5bn.
Zenith retains media buying.