New strategic marketing and communications agencies announced by Lotterywest

Lotterywest has announced the appointment of new strategic marketing and communication agencies after a competitive tender process. The contracts will commence in early November 2015 for an initial period of two years and include three, one year extension options.

“We are pleased to welcome a strong panel of Western Australian companies to our strategic marketing and communications services. We have ambitious goals to responsibly grow our portfolio of products and services and build our brand and reputation,” said CEO of Lotterywest, Paul Andrew. “Our agencies provide the strategic and creative expertise to help us remain relevant and contemporary in our approach.”

Lotterywest will use a service structure of three tiers with a panel of suppliers, working with the following agencies:

Tier 1: Strategic Marketing Communications Services has been awarded to Marketforce.

Tier 2: Creative and Concept Development Services has been awarded jointly to Marketforce and Longtail.

Tier 3: Design and Asset Production Services has been split as follows:

• Radio and Television awarded to Marketforce and Longtail

• Digital and content creation awarded to Longtail and Marketforce

• Print and publications awarded to Marketforce

• Brand activation awarded to Gettin Hectic and Longtail

“Engaging players in the dream of winning Lotto and playing Scratch’n’Win, whilst evidencing the difference Lotterywest Grants make in the community, provides an opportunity for agencies to capture our unique brand position,” said Andrews.

Marketforce chairman John Driscoll said they are delighted to once again be working closely with Lotterywest.

“We look forward to working with the team, helping them to meet the challenges of a rapidly changing communications landscape in what has become a highly competitive environment,” said Driscoll.

CEO and Founder of Longtail, Carlo Bertozzi (pictured near left), said they are excited to have the opportunity to continue their work with Lotterywest.

“When Longtail were first appointed to Lotterywest as their digital agency five years ago it was a milestone for our newly independent business. Five years later our re-appointment as a fully integrated agency is just as significant, so we’re excited to have the opportunity to continue on the journey with such a great team and brand,” said Bertozzi. “I’d like to acknowledge the work of the whole team but particularly Josh Edge (far left) and Sharon Heaton (centre) for anchoring the account with their leadership and strategic thinking over the last five years.”

“Lotterywest has been a fantastic Longtail client longer than I’ve been a Longtailian,” said Josh Edge, Creative Director. “They’re the kind of big, exciting, beloved and creatively challenging client that WA just doesn’t make anymore, and we couldn’t be happier about continuing to ramp up our journey with the whole team.”

It is the first time Gettin Hectic has been appointed directly by Lotterywest. Managing Director David Saraga said they also were thrilled to be working with the brand.

“We have the opportunity to deliver outstanding brand activations that contribute to marketing one of WA’s most respected brands. The team is dedicated to producing world-class experiential work and it’s fantastic that Lotterywest has recognised the benefits of appointing a specialist activation agency. We can’t wait to get started!” said Saraga.

Lotterywest’s comprehensive tender process involved a four stage approach and followed a diligent assessment process. Respondents submitted a written response and were selected to attend a discovery meeting. Shortlisted agencies were then invited to respond to a campaign brief and the final stage was the pricing submission and negotiation. The successful agencies were awarded on merit.

Incumbent creative agency Meerkats declined to participate in the latest tender. Lotterywest acknowledged the contribution they along with, Longtail and Spirit Visual Communications have made to the Lotterywest account over the past five year contract period.