Promoting Online Lottery, Data

Long Haymes Carr in High-Stakes Game With Globolotto, Foveon
ATLANTA–Long Haymes Carr staked its claim in the gold mine last week, adding a pair of Internet sites with billings that will top $35 million.
The two accounts are and Foveon. The former is an international lottery game that will be played on the Internet. The latter’s technology enables it to measure the behavior of online consumers.
Annual billings for are estimated at $35 million, said Michael Massarik, co-founder and chief operating officer of the Los Angeles company. A budget for Foveon was not disclosed. will launch on Super Bowl Sunday, Jan. 30., in 26 countries, though U.S. residents are ineligible because of existing laws. Gamers will be able to go to the Web site on a weekly basis to buy lottery tickets with a credit card at $1 (U.S.) apiece. The initial jackpot being offered is $1 million, with winners chosen through a process based on the closing numbers of the world’s leading financial markets.
“Gambling is a $500 million business and [] has unlimited potential,” said LHC chief executive officer Steve Zades. “And having another international assignment is always a great addition for us as an agency.”
Massarik said he also spoke with several undisclosed West Coast agencies before picking the Winston-Salem, N.C., shop, part of the Interpublic Group of Companies.
“[Long Haymes Carr] really buy[s] into the digital proposition,” Massarik said. “We’re moving at lightning speed and they can keep up. They’ve got the international reach and creativity that we need [for a] strategic partnership.”
Foveon in Morrisville, N.C., was named start-up of 1999 by the Research Triangle Park (N.C.) Foundation. Through proprietary technology, the firm compiles Internet data that summarizes online usage patterns and market trends.
Other agencies seeking the business were not disclosed. Representatives of Foveon were not available for comment. Agency spokesperson Amy Schillings said LHC’s communications strategy will be executed both nationally and internationally.
Zades said that he is so enthused by the shop’s first two major Internet wins that he has changed his title to “i.CEO.”
“It sums up my view that digital and Internet technologies are changing everything, including job titles,” Zades said. “It makes the Wall Street ’80s look like low-stakes poker . . . We’re calling it nothing but net up here.