National Lottery rethink sees Camelot call for creative pitch

UK National Lottery operator Camelot Group has called for its first creative agency pitch in over 10-years, as the firm’s new leadership looks to revitalise the brand and messaging of the UK Lottery.

To date, Camelot’s multi-million advertising account has been serviced by London marketing agency AMV BBDO (BBDO Group) who have acted as creative lead for National Lottery and EuroMillions brands.

Calling for a creative rethink, UK marketing news sources report that Camelot executives seek to move their brands away from TV advertising, which has dominated the lottery operator’s ad-spend.

Moving forward, Camelot seeks to build new audiences via social media verticals, whilst still promoting the social relevance and benefits of the UK National Lottery.

The creative pitch will be led by recently appointed Camelot Group Commercial Director Richard Bateson, who will be supported by marketing agency consultants Oystercatchers London.

AMV BBDO has confirmed that it will repitch its services for Camelot, who expect to announce its agency decision by April.