3 Shops Pursue Mass. Lottery

BOSTON Three agencies will make presentations the week of May 8 in the review of the Massachusetts Lottery Commission’s ad account.

Pitching along with incumbent Hill, Holliday, Connors, Cosmopulos here are Mullen in Wenham, Mass., and Connelly Partners, also in Boston, a lottery representative said. (Those were the only shops to submit written proposals by last Friday’s deadline.)

The single-year contract has a pair of one-year renewal options. Ad spending has not been finalized by the legislature, but the proposal request had asked agencies to devise a plan based on an annual media budget of $2 million [Adweek Online, March 27]. The lottery periodically reviews its vendor contracts.

Hill, Holliday has handled the business for nearly three years, fashioning multimedia 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. Another spot featured winners who identified themselves via gaudy strap-on overhead signs.

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

Connelly, an independent, has experience on the Massachusetts tourism business as well; it lost that assignment to Mullen following a state-mandated review last year.