Allwyn has launched a creative agency pitch that will be led internally by new Group Chief Brand Officer Tatiana-Viivienne Jouanneau, Flock Associates has been retained to help manage the pitch process. 

The company has previously worked with VCCP and Leo Burnett UK, among others. It was not clear which if any incumbents were invited to defend. The company said it had invited a select group of undisclosed “leading international agencies” to participate in the review.  

The winner will be tasked with shaping a new creative platform that supports the firm’s core brand position of being lottery-led and to help it stand out “in an ever-changing global gaming market.” 

Omnicom’s Hearts & Science handles the firm’s media business, which is not part of the review.   

Allwyn is expanding and diversifying its product line. It recently entered the daily fantasy sports vertical with its acquisition of U.S.-based PrizePricks, and has also entered the lottery markets in the Czech Republic and Greece.  

The firm is in the process of completing a merger with Greek gaming company OPAP valued at close to $19 billion.  

The company is entering the second year of partnerships with Formula 1 and the McLaren Mastercard Formula 1 team.