Agencies Outside Minnesota Join Chase For State’s $9 Mil. Lottery

Minnesota Lottery officials will name finalists this week for its $9 million account from a list of 11 respondents, four of which are outside the state.
The Minneapolis agencies responding to a request for qualifications were Campbell Mithun Esty, Cevette & Co., Colle & McVoy, Foley Sackett, HMS Partners, Peterson Milla Hooks and Valentine-McCormick-Ligibel. The outside agencies involved are: Bernstein-Rein in Kansas City, Mo.; Grant/Jacoby in Chicago; Montgomery Zukerman Davis in Indianapolis; and Marcus Advertising in Cleveland.
Eight-year incumbent Carmichael Lynch, Minneapolis, opted not to defend the account.
George Andersen, director of the Roseville, Minn.-based lottery, surprised watchers earlier this year with an announcement that he would consider out-of-state agencies for the account [Adweek, Feb. 16]. He said, however, it would be helpful for an agency to have an office in Minnesota.
“I think his feeling was, ‘Why should I keep it in-state when they’re all owned by out-of-state [agencies],” said Mary Haderlein, a managing partner of Grant/Jacoby. If G/J wins, Haderlein said, it might add staffers in the office of Minneapolis agency Kerker Marketing, a fellow member of the Worldwide Partners cooperative network of agencies.
Harvey Scholnick, president of Marcus Advertising, which hopes its 24-year incumbency on the Ohio Lottery account will work to its advantage, said his agency would likely open at least a service office in Minneapolis if it were to win the Minnesota account. –Aaron Baar