The Lottery Corporation, Australia’s largest lottery operator, has appointed Special Australia as its new creative agency following a competitive pitch process. Special will become the agency of record for The Lottery Corporation’s portfolio, that includes include The Lott, Keno, Powerball and Oz Lotto.
The three-year appointment begins in early 2025.
The Lottery Corporation general manager of marketing, Ben Johnson, commented, “Throughout the pitch process, we were impressed by Special’s exceptional strategic and creative expertise, as well as their collaborative spirit. What truly set them apart was their culture of kindness, honesty, and simplicity – values that align with The Lottery Corporation. In addition, their ability to tap into world-class strategic and creative talent, unrestricted by geography, offers a unique advantage.
“We’re eager to build a robust and enduring relationship with Special that continues to drive some of Australia’s most iconic brands.”
Special Australia partner & CEO Lindsey Evans, stated, “The team at The Lottery Corporation blew us away with their energy, smarts and ambition. Their unwavering commitment to true partnership, super high standards and more human ways of working was evident right the way through what was a great process.”
Special Melbourne partner & CSO Rebecca Stambanis, added, “From the very beginning, we could feel the warmth, curiosity and collaborative spirit of the entire team. They are an incredible group of humans who want to do world-class work and have a good time doing it, so it is the perfect fit for us. We can’t wait to get started.”
The appointment of Special comes after The Lottery Corporation had engaged TrinityP3 to conduct a closed review of its creative agency arrangements. VML had previously held The Lottery Corporation’s creative agency account for 13 years.
Johnson said he thanked VML for the strong partnership that had helped evolve and elevate The Lottery Corporation’s portfolio of brands. “Over the past thirteen years, our businesses have grown and evolved together, forging a partnership that has contributed to the success of our brands. Thirteen years is an outstanding achievement, of which we are very proud. We have loved working with the VML team and wish them every success in the future.”
In addition to its digital apps and online platforms, The Lottery Corporation has more than 3,800 lottery outlets and 3,400 Keno venues in Australia, making it one of the largest retail operations in the country.
