Energy BBDO took home the prized Illinois Lottery’s $105 million worth of general market advertising business, winning over competitive agencies JWT and Marc USA for an initial term of two years.
“Each agency brought innovative ideas to the table, but we found Energy BBDO to be best-suited for the Lottery’s needs,” said Sarah Cummins, the Lottery’s marketing director.
Energy BBDO, an Omnicom agency, succeeds R. J. Dale, which had the account since 2006, and was the first African American agency to handle the Lottery’s advertising since the state agency was founded in 1974.
The Illinois Dept. of Revenue put out a request for proposals in September 2008 for the Lottery contract, which Energy BBDO won last week.
Energy BBDO, along with Omnicom partners OMD and The Integer Group, will assist the Lottery account with strategic planning, media planning and buying, creative development and production, promotion, Web development and other marketing communication endeavors.
The selection process began with a committee of eight who evaluated 13 written proposals and winnowed that number down to six agencies. Three of them were tapped to present strategy and creative.
“It was a tight competition between three highly-qualified finalists,” said Cummins.
“We made the decision based on the team’s enthusiasm, excellent chemistry, strong leadership, and ability to reach out to Illinoisans in new and creative ways,” she said.
The agency is not unfamiliar with doing business with a state agency. When the agency was known as BBDO/Chicago, it had the Illinois Tourism’s business from 1998 to 2003.
The present contract contains two one-year renewal possibilities.
Energy BBDO is located at 410 N. Michigan Ave.; phone 312/337-7860.