Magazine article ADWEEK

Revival of Mass. Lottery Account Stirs Up Local Shops: Bid for $5 Mil. Account Expected to 'Be One of the Toughest Reviews'. (Regional News)

Magazine article ADWEEK

Revival of Mass. Lottery Account Stirs Up Local Shops: Bid for $5 Mil. Account Expected to 'Be One of the Toughest Reviews'. (Regional News)

Article excerpt

BOSTON Despite an estimated budget of just $5 million and questions about long-term funding, the ad community here has been energized by the Massachusetts State Lottery Commission's decision to solicit agencies to pitch its account, which has been dormant for the last five years.

Given the flat economy and the creative opportunities offered by the account, industry executives predicted the review will be among the region's most hotly contested competitions in years. "A $5 million account in this market-- every major player will go after it like it's a $50 million account," said Boston marketing consultant and former Holland Mark president Chris Colbert.

"People are starving for opportunities," said Steve Connelly, president and executive creative director at independent Connelly Partners/CGN, which handles the state's tourism business. "Everyone will go for [the lottery], and it will be one of the toughest reviews."

The client issued proposal requests last Monday to about 40 agencies with a Massachusetts office and said any shop with a presence in the state is eligible. Responses are due Aug. 20.

The decision to fund lottery ads, which have not run since the late '90s, was part of an effort to narrow the state's $3 billion deficit. "Our view is that the $5 million is an investment that should generate more revenue for cities and towns, which is the reason we have a lottery in the first place," said Eric Fehrnstrom, communications director for Gov. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.