Independent Phoenix shop E.B. Lane has added the Arizona Lottery business following a review.
The contract runs for five years starting July 1. The client spent nearly $9 million in measured media in 2009 after spending $6 million on ads the year before, per Nielsen.
Riester-Robb in Phoenix had previously worked on the assignment.
The win marks a return to the business for E.B. Lane, which handled the lottery from 1995-2005.
In order to serve the multicultural market, the agency will utilize an in-house expert, Raices Unidas, and subcontract with Lopez Negrete, which will open an office in Phoenix.
Building multicultural appeal and a heightened presence in social media are key elements of the strategy going forward.
Said agency CEO Beau Lane: “We have a strong team dedicated to this account that consists of those who have prior lottery experience, and those who bring new talent to enhance our capabilities. Combined, we will help the lottery utilize all technologies and emerging media to expand market share and increase revenue.”
Indeed, revenue generation has recently become a concern in Arizona, which has absorbed bad press and stands to lose some convention business in the wake of its new controversial law covering illegal immigration.
This is the second major state lottery account to switch shops of late, following the Minnesota Lottery’s move to ad agency Olson in Minneapolis a month ago. That work had long been at crosstown shop Colle+McVoy.