Marc Keeps Pa. Lottery

CHICAGO The Pennsylvania Lottery has retained independent agency Marc to handle its $30 million annual advertising account after a mandated review, the client confirmed.

The shop, which has handled the account since 2003, bested two other undisclosed agencies for the business. The Pittsburgh agency will have a four-year contract with the lottery, as well as options for three one-year renewals. The new contract goes into effect in January 2008.

“We look forward to continue working with Marc USA over the next several years, as their advertising services will support the lottery in all of its efforts to raise funds for programs that benefit older Pennsylvanians,” said Pennsylvania secretary of revenue Thomas W. Wolf, in a statement.

Marc’s advertising for the lottery’s instant games features an animatronic
groundhog, Gus, billed as the “second-most famous groundhog in Pennsylvania.” A recent television spot showed Gus participating in a baseball game, while a reporter interviewed his mother about instant-win tickets as appropriate Mother’s Day gifts. “Keep on scratchin'” is the tagline.

The Pennsylvania Lottery spends about $32 million annually on advertising, according to the state department of revenue.

When Marc won the account in 2003, then incumbent Tierney Communications in Philadelphia filed a formal complaint that the state’s review process had made it nearly impossible for it to retain the business. A state panel rejected those arguments and left the account with Marc.