Profero secures 4m brief for major MyLotto24 push

Profero has scooped the 4.2m digital media brief for MyLotto24 UK. The online lottery company is planning a major UK push.

Profero has scooped the £4.2m digital media brief for MyLotto24 UK. The online lottery company is planning a major UK push.

The win follows a six-way pitch that included iLevel and MindShare. Profero will be responsible for all online media planning and buying for the UK subsidiary of European online lottery operator Tipp24 AG.

MyLotto24 UK first went live in November last year, it offers British punters the chance to win prizes equal to the jackpots of various European lotteries including Italy’s SuperEnalotto, Germany’s Glueckspirale and Spain’s EuroMillones.

People do not enter those lotteries but instead bet on the outcome and, if correct, they win the equivalent of the relevant jackpot. European lottery jackpots frequently dwarf the top prize in the UK National Lottery.

It is the second recent account gain for Profero, which won the media planning and buying account for Halifax Bank of Scotland group’s international divisions, including marketing for the banking groups offshore brands, in December.

Earlier in 2007, the agency was briefed by Johnson & Johnson to integrate digital into the personal care brand’s marketing strategy.

Profero, also a COI roster agency, has been looking to expand internationally. Its co-founder Wayne Arnold moved from managing director in mid-2007, to become European chief executive. Arnold was replaced as managing director by Nick Blunden.

Labour peer Lord Puttnam joined Profero as its chairman in 2007, marking his return to the world of advertising after an absence of nearly 40 years.

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