Omnicom’s Chicago-based Energy BBDO and sibling media shop OMD can count on keeping at least one client for the next 10 years — the Illinois Lottery.
Yesterday, the state awarded a private management contract for its lottery to Northstar Group, a consortium made up of GTech (a subsidiary of Lottomatica, the Italian gaming technology and services company), New York-based Scientific Games and Energy BBDO.
The client spends about $15 million a year on advertising, per Nielsen.
In its bid for the contract, which has an initial term of 10 years, Northstar said it anticipated annual growth of close to 11 percent for the lottery over the next five years, generating $4.8 billion in net income during that time.
Energy BBDO does not have an equity stake in the consortium, according to a lottery rep, but will handle creative chores for the life of the contract, along with OMD, which handles media duties.
Both shops were incumbents on the business, initially awarded duties on the account early last year.