Camelot picks agencies for its below-the-line business

Camelot, the National Lottery operator, has hired a team from Hicklin Slade & Partners and Peter Kane & Co to run its below-the-line business.

Hicklin Slade is the incumbent on the business, and has held it since January 1999.

The move follows a six-month review, which was handled by the AAR and involved seven agencies.

The two agencies will work together on retail strategy and planning, communication, retailer incentives and promotions.

Camelot sales and marketing director Ian Milligan says: “The start of the second licence in 2002 will see a whole range of new retail and consumer initiatives, as well as a substantial investment to improve sales.”

In April, Camelot reappointed Media Planning Group (MPG) to work on its &£30m media account, which it has handled since 1998.

WCRS continues as Camelot’s creative agency. The agency has held the account for three years after Camelot parted company with its launch agency, Saatchi & Saatchi.

In recent months, there has been speculation about an account review, but Camelot denies this, saying that it is happy with the current arrangements.

Camelot says it will increase its annual marketing spend from &£58m to about &£75m in its second term. But that could rise as high as &£90m, depending on sales.

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