R.J. Dale Wins $20 Mil. Illinois Lottery

CHICAGO The Illinois Lottery has selected R.J. Dale Advertising here to handle its nearly $20 million advertising account after a review, according to the state agency.

The shop won the account following a review that included Chicago independent agency the Marketing Store, as well as the Chicago offices of Publicis Groupe’s Burrell Communications, WPP Group’s J. Walter Thompson and Interpublic Group’s Campbell Mithun. The incumbent, Omnicom’s DDB Chicago, resigned the business in January. The client had been using R.J. Dale on a project basis.

“R.J. Dale’s overall big picture concept was the strongest of all the RFP responses and we felt that they provided the best creative and strategic vision,” said lottery superintendent Carolyn Adams in a statement.

The Illinois Lottery contract will begin on July 1, 2004, and will last for two years, with a one-year extension option. Recent advertising has featured comedian Bernie Mac and touted the Illinois Lottery’s 30th anniversary this year.