Mass. Lottery Stays With Hill, Holliday

BOSTON The Massachusetts Lottery Commission’s procurement team has recommended retaining Hill, Holliday, Connors, Cosmopulos for the client’s ad account following a review, a lottery representative said.

The Interpublic Group shop here bested IPG sibling Mullen of Wenham, Mass., and independent Connelly Partners of Boston. Those three shops made final presentations to lottery officials earlier this week. (The selection is still subject to a final vote by the commission, but that is considered a pro forma measure.)

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 three years, fashioning multimedia efforts themed “You have to play.” The work has 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 Mullen (which handles the state’s tourism campaign) and independent Clarke Goward (now defunct) to win the lottery assignment in September 2003.