UK National Lottery operator Allwyn Group, which also runs competitions in Austria, the Czech Republic, Greece, Cyprus, Italy, the US, has appointed M&C Saatchi UK as its international integrated communications agency, following a competitive process against six other agencies.
Led out of London, the global account will harness a broad range of M&C Saatchi’s integrated capabilities, including strategy, PR, social media, social responsibility and sponsorship.
M&C Saatchi’s team will complement the existing capability of Brunswick, Allwyn’s retained international financial and corporate communication agency.
The win follows M&C Saatchi’s appointment of WPP’s Jo Bacon as UK CEO in May 2024, before her promotion to UK group CEO in June.
Since then, the agency has evolved its leadership, making a number of major hires in the past year, including Zaid Al-Qassab as global CEO of M&C Saatchi Group, and Rob Doubal and Laurence Thomson as global joint chief creative officers of M&C Saatchi.
Allwyn group communications director Will Oscroft said: “We chose M&C Saatchi for their outstanding strategic capabilities and creative expertise. Their integrated approach, backed by a robust global footprint and a diversity of thinking gives us the unique depth of insights we need. We’re confident that their strategic vision and expertise will help us position our brand for sustained growth.”
Jo Bacon added: “Working with Allwyn is an incredibly exciting opportunity for us, which is perfectly aligned with M&C Saatchi Group’s integrated expertise. It’s a partnership that we’re proud to be part of.”
Originally established in 1994, Allwyn Entertainment took over from original operator Camelot Group in February 2024.
It is claimed that the Lottery hands out the equivalent of £4m every day to “good causes” around the UK, including local communities, sports teams, and environment projects. Since 1994, it has distrubuted a total of £50bn, through 12 specialist organisations.
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