Camelot calls £30m media review

Camelot is reviewing all its agency contracts as it prepares for the start of its second licence period, when it will increase annual marketing spend by at least &£17m.

The Lottery operator has already begun reviewing OMD UK’s &£30m media account as part of a “bench-marking exercise” to ensure that the agency remains competitive. It has invited one other media agency to put forward figures and ideas for media spend.

Camelot is going through a process of reviewing all supply contracts in the run-up to its second licence in February next year. There will be an increase in annual marketing spend from &£58m to at least &£75m, and depending on sales, as much as &£90m. Advertising spend, currently about &£30m a year, is also likely to increase.

Camelot head of corporate affairs Andrew Jones says: “It’s a review and a bench-marking exercise. It’s not likely to lead to a full pitch.”

But he admits that there could be a change of agency depending on the results.

On creative agency arrangements, Jones says: “Currently there are no plans to change the arrangements with WCRS.”

Camelot is expected to increase its marketing spend to encourage higher ticket sales so that it can hit the &£15bn target for Good Causes.

A Marketing Week poll of the top creative ad agencies has revealed that Camelot features on the majority of new business wish lists.