Publicis Extends Run With Washington Lottery

LOS ANGELES The Washington Lottery has retained Publicis following a three-month, state-mandated review, pending completion of a finalized contract, the agency said.

The Publicis Groupe shop, which has handled the account since 1998, overcame two other Seattle finalists: Cole & Weber/Red Cell, a WPP Group agency, and independent WongDoody.

Publicis must survive the three-day protest period before the contract can be completed.

Billings are $7-9 million annually. The three-year contract carries the option to extend for up to three additional years. It includes creative, media buying and public relations. Seattle Publicis Groupe shops Publicis Dialog and Optimedia will handle PR and media, respectively.

“The Washington Lottery is pleased to continue a strong business relationship with the integrated Publicis team,” said lottery director Michael Cousins, in a statement. “Together, we will focus on sales growth with exciting products and the public value we offer to the citizens of Washington through support to vital state programs, such as education.”

Recent ads from Publicis for the client’s Lotto game featured the tag, “Who’s next?” and highlighted the act of winning.