Czech-based firm Allwyn has hardly been an unbridled success since it took over the UK National Lottery from Camelot with lawsuits circling and the Gambling Commission investigating its performance.
Now it’s parking Leo Burnett, hired to work on above-the-line ads just over a year ago with VCCP given the gaming account. This seemed like a consolation prize at the time but now Allwyn has decided to concentrate most of its efforts on gaming with VCCP now in pole position.
Allwyn says: “Leo Burnett developed a fantastic summer-long campaign last year for Paris 2024 and we were delighted with the results, which brought alive the positive contribution National Lottery players make every week to Good Causes.
“Our marketing strategy has evolved, and our focus is on our games-led strategy which is led by VCCP, and not on the main brand, led by Leo Burnett, so we’re just working with VCCP for now.”
Whether or not gaming can deliver the vast amounts of lottery money Allwyn has promised remains to be seen. It wouldn’t surprise many if the contract is re-advertised.
This is an upated version of an earlier story.
