Allwyn picks Leo Burnett & VCCP to reposition National Lottery in 2024

Allwyn UK, the inbound steward of The National Lottery, has selected Leo Burnett and VCCP London as the joint creative agencies of its advertising account.

The agencies will lead the National Lottery’s creative marketing from February 2024, when Allwyn takes control of the Fourth Licence tender won in 2022.

As a global advertising agency, Leo Burnett’s mandate includes developing captivating campaigns for The National Lottery brand. Leo Burnett is further tasked with delivering a “restructured proposition for instant lottery games and investigate strategies for enhancing the connection between National Lottery games and Good Causes.”

VCCP will serve as the National Lottery’s integrated communications agency, assigned to supervise marketing communications for the Lotto and Set For Life games. Furthermore, they will handle rollover and jackpot-specific campaigns for more general draw-based games.

Roster Approach to Enhance Reach

For the first time, Allwyn is adopting a ‘roster approach’ assigning seperate advertising agencies to enhance The National Lottery’s creative direction. The strategic move will allow a focused effort to raise awareness for individual product brands. Consequently, this strategy will spur an increase in the number of campaigns and maximise their reach.

Expert team to reposition the National Lottery

Leo Burnett, known for its strategic thinking and creative prowess, will provide a team led by CEO Charlie Rudd, who has played a critical role in numerous projects, including the successful repositioning of McDonald’s in the UK.

VCCP, renowned for building brands that emotionally resonate with the British public, will provide a team headed by Managing Director, Hannah Fitz-Gerald. VCCP’s credentials include successful campaigns for Cadburys and Compare the Market.

Envisioning Growth and Responsible Gaming

Allwyn’s brief to both agencies is to design campaigns aligning with its vision for The National Lottery under the Fourth Licence. The intent is to safely and responsibly expand The National Lottery, thereby contributing more to Good Causes. This goal will be achieved by amplifying the relevance of The National Lottery and responsibly introducing a range of games to new audiences.

A More Accountable Pitch Process

Of significance, the National Lottery’s pitch process was managed by business consultancy, Ingenuity. In line with this, Allwyn signed up for the Pitch Positive Pledge, reinforcing the intent to make the pitch process more intentional, accountable, and responsible for both advertisers and agencies.

An Allwyn spokesperson commented on the new partnership, expressing their delight in appointing the two leading agencies. They said: “The competitiveness of the pitch process demonstrates the appeal The National Lottery holds to many people. We’re excited to see both agencies develop compelling campaigns that expand The National Lottery’s appeal, making it more relevant to more people in a safe and sustainable way.”