DDB Targets Lottery Biz for Growth

Fresh off its Midwest office’s win of the Illinois Lottery’s $20 million account last week, DDB is looking to grow by capturing more business in the category across the country, said Ray Gil lette, president of DDB Chicago.

DDB has had its fair share of success in the category. With the Midwest win, the shop now handles or is pitching lottery accounts in the top three U.S. markets. In June 2001, DDB’s New York office regained the state’s $60 million lottery account, which it had held for more than a decade.

DDB Los Angeles is repitching the California Lottery’s $100 million account after incumbent Grey, Los Angeles, disputed state officials’ handling of the review. DDB was initially awarded the contract.

In the Illinois pitch, DDB Chicago drew up on information from New York and Los Angeles to best three other contenders for that state’s lottery, Gillette said.

DDB is also believed to be going after Texas’ current $30 million lottery business, soon to come up for review, and intends to pitch Washington’s $7 million lottery business, slated to go up for review later this year.

DDB also has a heavy presence overseas, having lottery contracts in France, Spain, the Netherlands and two in Canada.

The highly structured nature of a lottery pitch favors agencies with a track record in the category even more than it normally does in reviews, sources said. “They make you jump through a lot of hoops to get the business, but if you know the territory, it can be a big advantage,” said one executive.

DDB’s first work for the Illinois contract is scheduled to break at the end of the summer or in early fall. Leo Burnett, J. Walter Thompson and Euro RSCG Tatham Partners, all Chicago, were the other contenders for the business.