Mass. Lottery Goes Into Play

BOSTON The Massachusetts State Lottery Commission has issued a proposal request for its advertising account.

Incumbent Hill, Holliday, Connors, Cosmopulos here, an Interpublic Group shop, said it would defend.

According to the lottery, agencies should respond to the initial request by April 21, with presentations scheduled for May 8-11. The single-year contract has a pair of one-year renewal options.

Bidders are asked to submit at least a 13-week media plan for new lottery advertising based on a net media budget of $2 million. The lottery periodically reviews its vendor contracts.

Hill, Holliday has handled the business for nearly three years, fashioning TV, print, radio and online efforts themed “You have to play.” The work has generally been humorous in tone, including one commercial showcasing a robotic “high-five helper” for lottery winners whose palms grew sore from accepting congratulatory slaps.

“We are extremely proud of the work we’ve done for the Mass. State Lottery over the past three years,” said Mike Sheehan, president and CEO of Hill, Holliday, in a statement. “Through ground-breaking creative television, radio, print, out-of-home and interactive work, we’ve helped the Mass. State Lottery achieve spectacular results in sales and general awareness.”

In September 2003, Hill, Holliday bested IPG sibling Mullen in Wenham, Mass. (which currently handles the state’s tourism campaign) and independent Clarke Goward (now defunct) to win the lottery assignment.