Allwyn orders media review ahead of National Lottery takeover

review; Allwyn orders media review
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Allwyn has stepped up preparations for the next year by launching a review of its media planning and buying account, according to Campaign.

The multi-national lottery operator will officially assume control of the UK National Lottery in February 2024, taking the reins from current incumbents Camelot, and is putting plans in place to ensure the transition is a smooth one.

Earlier this month, it officially completed its acquisition of Camelot UK from the Ontario Teachers’ Pension Plan Board, with Camelot becoming a wholly-owned subsidiary of the operator.

Camelot has worked with iProspect as its retained media partner and, according to Campaign, the Dentsu-owned agency will be involved in the pitch, which it is believed is being handled by intermediary Ebiquity.

Allwyn is currently in the process of undertaking a creative review as it seeks to maximise its media potential.

However, Adam & Eve/DDB – who have handled Camelot’s ad account since 2018 and made the National Lottery’s most recent Christmas ad – have not been invited to repitch, with VCCP and Leo Burnett named as the final two agencies being considered for the account in a process run by Ingenuity.

A spokesperson for Allwyn said: “There is nothing for Allwyn to confirm or comment on at this stage.”

Meanwhile, Campaign says Ebiquity did not respond to its request for comment.