B&E Secures Second Lottery Ad Account

The Missouri Lottery last week tapped Barkley & Evergreen, Kansas City, Mo., as its new agency of record.
The agency will sign a three-year contract, with the possibility of two one-year extensions, said Alan Barnes, the lottery’s general services manager. Annual media spending is about $7.5 million, but the state valued the total account at about $12 million annually.
The agency topped four-year incumbent Bernstein-Rein Advertising and Valentine Radford Communications, both in Kansas City, and Louis London in St. Louis for the account. Kupper Parker Communications, St. Louis, dropped out of the review before contenders were given final creative assignments.
B&E’s creative presentation–which involved launching a new game to accompany the lottery’s current offerings–put the agency over the top, Barnes said. The agency received the highest possible score from an evaluation committee on that portion of the review. The agency was also competitive in the compensation portion, Barnes said.
B&E currently handles the Kansas Lottery, but Missouri officials did not consider that a conflict, according to Barnes. Agency officials do not expect to resign the Kansas account, which was renewed this summer for another year. Thomas Hofths, the Kansas Lottery’s director of marketing, said he did not see the Missouri account as direct competition.
B&E’s work for the Missouri Lottery is not expected to appear until after June 30, 1998, when the state’s fiscal year ends.
Meanwhile, Bernstein-Rein’s last work for the lottery has just broken. Two of the new 30-second TV spots feature the tagline, “Anytime. Any day. Anywhere,” promoting the
lottery’s instant scratch games.
One features the Unknown Comic, who puts on his “game face”– a paper bag covered in instant tickets. Another features a soul song with the refrain, “She wants to scratch now.”