S.C. Lottery Selects Third Winner

In yet another surprising turn for the South Carolina Lottery, the state’s procurement office has awarded its$7-8 million advertising contract to Newman Saylor & Gregory.

The Columbia, S.C., shop won the account in what lottery chairman John C.B. Smith called a “shoot-out” among the three original finalists: Erwin-Penland, Rawle Murdy Associates and third-place NS&G.

In September, Erwin-Penland of Greenville, S.C., was declared the winner. But after Rawle Murdy demanded a recount of the review scores, the contract was awarded to the Charleston, S.C., agency. E-P protested the decision.

In an effort to reach a final agreement, state and lottery officials heard new presentations.

All three agencies agreed to the same monthly fee: $82,500 and a 2.7 percent commission for all services. The final scores were: NS&G, 67 points; RMA, 65; andE-P, 50.

NS&G’s pitch strategy, according to Lee Bussell, agency president and chief executive officer, centered around getting the lottery out of the capital and into the state’s small towns. The approach, he said, was to drive a Winnebago to towns like Winnsboro, Fair Play, Richbourg and Silver Street.

The shop also tied a tourism element to its proposed media buy and identified “691 tasks that had to be completed by Jan. 7,” when lottery tickets first go on sale. “We put these on huge scrolls and checked off what we’d already accomplished,” Bussell said.

New broadcast ads are scheduled to break statewide on Dec. 17.