Revival of Mass. Lottery Account Stirs Up Local Shops

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Despite an estimated budget of just $5 million and questions about long-term funding, the ad community here has been energized by the Massachusetts State Lottery Commission’s decision to solicit agencies to pitch its account, which has been dormant for the last five years.

Given the flat economy and the creative opportunities offered by the account, industry executives predicted the review will be among the region’s most hotly contested competitions in years. “A $5 million account in this market—every major player will go after it like it’s a $50 million account,” said Boston marketing consultant and former Holland Mark president Chris Colbert.

“People are starving for opportunities,” said Steve Connelly, president and executive creative director at independent Connelly Partners/CGN, which handles the state’s tourism business.



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