Allwyn appoints Leo Burnett and VCCP to lottery brand


UK National Lottery operator Allwyn, which has been pitching its creative account since late last year, has decided to split it between last two contestants Leo Burnett and VCCP.

Leo Burnett has been tasked with delivering creative advertising services for National Lottery’s Scratchcards, following a competitive pitch.

This additional win follows recent news that Allwyn, the organisation selected to run the Fourth National Lottery License, appointed Leo’s to deliver creative advertising services, including communications relating to the National Lottery brand and its Good Causes work.

Leo Burnett will now be responsible for all communications relating to Scratchcards, with the strategic focus of repositioning and relaunching Scratchcards. 

A competitive pitch against VCCP for the wider Allwyn business took place earlier this year and was led by Ingenuity. 

The Fourth National Lottery License begins in February 2024. Leo Burnett will work on a brief of reinvigorating both Scratchcards and the National Lottery Brand,  delivering sales growth that will in turn deliver more to Good Causes.

A spokesperson for Allwyn said: “We are delighted to appoint Leo Burnett to our roster for the additional Scratchcards work. They demonstrated outstanding creativity and understanding of our objectives. Their campaigns will help us to reinvigorate Scratchcards, as well as the wider Lottery brand, and capture the imagination of the nation.” 

Charlie Rudd, CEO Leo Burnett UK, Publicis•Poke and Fallon UK: “We couldn’t be more excited about the opportunity to relaunch one of the great populist brands of our time, now with the additional Scratchcards scope. Scratchcards, plus National Lottery and its Good Causes initiative all contribute so much to the fabric of UK society. We’re looking forward to partnering with Allwyn as it steers the National Lottery and Scratchcards into its next chapter.” 

Leo Burnett has been appointed on for an initial two-year contract and will begin work immediately.