Cronin Draws Winning Ticket

Shop Retains Conn. Lottery Assignment
BOSTON-Cronin & Co. last week retained one of its showpiece accounts, winning the ad review of the Connecticut Lottery.
The nine-year incumbent topped finalists O’Neal & Prelle, Hartford, Conn., and Mason & Madison and Mascola Advertising, both of New Haven, Conn.
The annual budget is $5.6 million.
It was the Glastonbury, Conn., shop’s third successful pitch for the lottery assignment. “We took with us a strong knowledge of them and this marketplace, but gave them fresh ideas,” said Cronin creative director Steve Wolfberg.
The New Britain, Conn.-based client signed Cronin to a 2.5-year contract, with the option of a one-year extension, said lottery attorney James McCormack.
Just released Connecticut Lottery TV and radio spots depict everyday people celebrating life. The ads are a departure from previous Cronin work, which used offbeat characters. “We said, “Let’s do a spot people can connect with,’ ” Wolfberg said.
A 30-second TV spot and a 60-second radio ad are airing now.