Wait over for agencies to get slice of lotto life
Lotterywest’s creative and communications work has gone out to tender but media planning has been carved out of the prestigious $17 million-a-year account.
The tender was announced late last Friday — the first time the account has come up for review since 2010. Back then, the work was split between: Meerkats for creative and production services; Longtail for online and interactive; Spirit Visual Communications for graphic design and corporate printing; and Mitchell and Partners for media and channel planning.
Media and planning will now come under the State Government’s Master Media Services Common Use Arrangement.
Lotterywest’s annual report shows last financial year the commission spent almost $17.1 million on advertising and marketing-related services.
More than $12.2 million was spent with media planning agencies while $4.7 million was paid to creative agencies.
This will be the first time the Lotterywest marketing communications tender has been awarded since the departure of the lottery commission’s long-time chief executive Jan Stewart, who retired in December.
Before the account was last awarded, creative services had been held by Marketforce for three decades, and OMD WA had also been Lotterywest’s long-term media planning partner.
The current contracts expire in November. Lotterywest will award separate contracts for each of the three service areas to one or more suppliers.
The tender process is made up of two stages, including a written offer and discovery meeting, followed by briefings, a written response and a final presentation from short-listed tenderers.
Over the five years since the tender was last up for grabs, Lotterywest’s annual sales have grown from $701 million in 2010 to $797 million last year.
In 2010, the commission gave $235 million to worthy causes, which grew to $271 million last year.
Market research in the 2014 annual report shows 99 per cent of West Australians are aware of Lotterywest and 72 per cent believe it cares about the WA community.
