Million-2-1 starts hunt as ex-Camelot chief moves in

Gaming company Million-2-1 is searching for a media buying and planning agency for its £1m account.

The company has appointed Ian Milligan, former sales and marketing director of Camelot, as its commercial director. Milligan will oversee the hunt for the agency and says he expects to make a decision by the end of September.

Iris creates the company’s advertising.

Million-2-1 operates a range of online and mobile phone prize competitions, as well as regional lotteries. The company’s most recent lottery launch was in Manchester earlier this year, and Million-2-1 plans to expand this to Liverpool and London next year.

Milligan says the company will need a media agency for the first time, given its rapid growth over the past few months.

He says Million-2-1 is keen to use a variety of media partners, as well as to explore more traditional advertising routes. The company already has partnerships with Hit TV, EMAP, O2 and Manchester United.

Milligan claims Million-2-1 is signing up “tens of thousands of new customers each month”. He points to its How Lo reverse auction product as one of the major drivers of success – where the lot is won by the lowest amount bid.

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