Bates Is Feeling Lucky

Shop Wins Hoosier Lottery Creative, Media
CHICAGO–After opening its $9 million Hoosier Lottery account to ˆ la carte bids nearly six months ago, Indiana awarded the bulk of the account to Bates USA Midwest in Indianapolis.
Bates will handle creative and media services, production and market research and planning services. Hetrick Communications in Indianapolis was awarded the contract for public relations. SmithMark Corp. in Indianapolis will handle additional market research assignments on a project basis.
Montgomery Zukerman Davis had handled the complete account since the lottery’s inception in 1989.
The state’s lottery commission evaluated proposals from a total of 15 agencies, some of which pitched only a portion of the account. Chicago’s Kelly, Scott and Madison and the EchoPoint Media unit of Indianapolis agency Young & Laramore pursued only media duties,
for example.
Lottery representative Susan Stewart said while the commission had initially indicated a willingness to unbundle creative and media duties, ultimately that was “not a major consideration.”
The commission felt Bates “offered the best whole package” of services, she said.
Bates USA Midwest chairman Dan Roman said his agency mounted “one of the best pitches I’ve ever been in. We nailed it.” The shop’s strategic proposal was to more narrowly target instant games to specific age and lifestyle demographics.
The win will mean staff additions, Roman said.