Camelot, the National Lottery operator, is in talks with burger chain Wimpy about establishing a marketing partnership as part of an effort to revive its flagging National Lottery Enterprises division. It is significant that Camelot is considering striking a deal with a small player such as Wimpy, which has 239 outlets, rather than one of the leading burger chains such as McDonald’s or Burger King. Observers believe it reflects the difficulties of extending the National Lottery brand beyond lottery tickets. The Enterprises division has been hit by the collapse of a number of its deals – marketing partnerships with McVitie’s and McCain’s have been dropped (MW December 11 1996). But under the conditions of its National Lottery licence, Camelot is obliged to find ways of raising revenue in addition to sales of lottery tickets. Wimpy appointed a sales promotion agency, Ignition Marketing, in November and talks have been held with a number of organisations about brand tie-ups. Wimpy marketing manager Katherine Young says: “We have spoken to Camelot, along with others, but nothing has been agreed yet and there is no timescale.”
The Advertising Standards Authority is hoping to have an in-house data science team in place by the end of the year to help it regulate online ads more effectively and efficiently.
Technology that liberates marketers is crucial to our industry’s future, as we navigate around siloed departments and dispersed teams but still look to create joined-up, highly personalised campaigns that build brand equity and deliver ROI.
From reading the mood of the nation to better understanding the challenges faced by her own team, Just Eat’s Susan O’Brien is on a mission to bring a sense of light relief to life in Covid-19 lockdown.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here