Colle + McVoy Takes Minnesota Lottery Account

CHICAGO The Minnesota State Lottery today awarded its $7 million advertising and public relations account to Colle + McVoy following a review, the agency said.

The Minneapolis-based shop, owned by MDC Partners, bested finalists Barkley Evergreen & Partners, an independent shop in Kansas City, and two Minneapolis shops, Omnicom Group’s BBDO and incumbent The Foley Group, an independent. Foley Group has held the account since 1999. Recent radio ads have focused on individual instant-win games and ran without a tagline.

The review comes after a state audit that determined the lottery needed a more coherent marketing plan. The client in February also named a new director, Mike Vekich, who succeeded longtime director George Anderson, who passed away.

“The lottery asked for out-of-the-box thinking in the pitch,” said John Jarvis, C+M’s president and chief creative director, in a statement. “We threw some pretty wild stuff at them, and they didn’t even flinch.”