Indiana May Unbundle Its Lottery Media

The Indiana Lottery has opened its $9 million advertising contract to bids and will consider unbundling the account this time.
Montgomery Zukerman Davis in Indianapolis has handled the account since the lottery’s inception in 1989, and is expected to make a strong bid to retain it. It has survived two subsequent reviews since winning the initial three-year contract. Requests for proposals were expected to be mailed on June 26 to Indiana agencies.
Rather than commit to having a single shop handle all elements of the lottery’s marketing, the state agency will entertain proposals separately for public relations and media buying responsibilities, said Susan Stewart, procurement director for the lottery at its Indianapolis headquarters.
Media chores are currently jointly handled by the lottery and MZD, Steward said.
Indiana will also accept, although not aggressively seek, submissions from agencies based outside the state, Stewart said. Should an out-of-state shop be awarded the contract, it would be required to open an Indianapolis office.
MZD recently made a pitch for the Minnesota Lottery, but did not make the finalist round. Marcus Advertising in Cleveland, which handles Ohio’s state lottery, is among the finalists in Minnesota. However, it does not plan to pitch the Indiana business, since that state borders Ohio. Bernstein-Rein Advertising in Kansas City, Mo., which has worked on the Missouri Lottery in the past, is another Minnesota finalist.
Indiana Lottery officials do not expect to make a decision on the contract–which runs for three years, with two one-year extensions possible–until November. Once it receives responses to the RFP, the lottery will hold conferences with agencies to answer questions.
A short list of contenders will then be determined, and agencies will be given a project assignment to prepare and present.