Illinois Lottery Gears Up for Review

CHICAGO The Illinois Lottery will begin searching for a new lead advertising agency on its $20 million account within a month, according to lottery officials.

The lottery split with its previous lead agency, DDB Chicago, citing a “difference of opinion regarding the marketing campaign and creative product,” according to a statement.

“The Illinois Lottery recently agreed to DDB’s request that they be let out of their contract with the department,” according to the statement. “The lottery has accepted their termination and wishes them continued success.”

DDB won the account in July 2002, after a review that included Chicago agencies Leo Burnett, J. Walter Thomson and Euro RSCG Tatham Partners. The initial contract was believed to be for two-years, with two optional one-year extensions.

The shop’s work on the account played off the lottery’s tagline, “Players have more fun,” by showing how playing the lottery could be fun for everyone, not just select people. One holiday-themed ad showed a woman with Christmas lights in her hair under the headline, “Fun for some,” juxtaposed against a photo of holiday-themed lottery games and the headline, “Fun for all.”

In November 2002, Rod Blagojevich was elected governor of Illinois, changing the state’s administration. Carolyn Adams was named lottery superintendent last May under that new administration. Through a representative, Adams said the lottery would begin the request for proposal process within a month and expected to have a new agency on board by July 1, the start of the state’s fiscal year.