$15 Mil.+ Georgia Lottery to BBDO

ATLANTA The Georgia Lottery said it has awarded its advertising account to BBDO here after a three-month review.

The Omnicom Group shop replaces the incumbent, Fitzgerald + Co., an Interpublic Group agency also based in Atlanta. Fitzgerald added the lottery business last year when IPG combined the shop with crosstown rival Austin Kelley. The latter had held the account since the lottery’s 1992 inception.

The contract gives the account to BBDO for five years and includes creative development, media duties and public relations. (Fitzgerald will continue to handle the work until its contract expires at the end of June.)

The lottery issued a proposal request in late January, and four Atlanta agencies submitted proposals. In addition to Fitzgerald and BBDO, Grey and the team of Match and Media Solutions, both independents, competed for the account.

A four-member committee rated the proposals and presentations. BBDO scored best in terms of technical acumen and costs, a lottery representative said, and the lottery’s board of directors approved the selection yesterday.

The Georgia Lottery spent $17 million in measured media last year, according to Nielsen Monitor-Plus.