Special Australia has been appointed as the creative agency of record for The Lottery Corporation after 13 years with VML.
The creative agency will oversee the Australian lottery operator’s complex portfolio of high-profile brands, which include The Lott, Keno, Powerball and Oz Lotto, over the next three years, beginning in early 2025.
Ben Johnson, The Lottery Corporation’s general manager of marketing, said his team was excited to explore new opportunities and innovative marketing solutions with Special Group.
“Throughout the pitch process, we were impressed by Special’s exceptional strategic and creative expertise, as well as their collaborative spirit,” he said.
“What truly set them apart was their culture of kindness, honesty, and simplicity – values that align with The Lottery Corporation. In addition, their ability to tap into world-class strategic and creative talent, unrestricted by geography, offers a unique advantage.
“We’re eager to build a robust and enduring relationship with Special that continues to drive some of Australia’s most iconic brands.”
Lindsey Evans
New partnership marks exciting transition
Special Australia partner and CEO Lindsey Evans said: “The team at The Lottery Corporation blew us away with their energy, smarts and ambition. Their unwavering commitment to true partnership, super high standards and more human ways of working was evident right the way through what was a great process.”
Special Melbourne Partner and CSO Rebecca Stambanis added: “From the very beginning, we could feel the warmth, curiosity and collaborative spirit of the entire team. They are an incredible group of humans who want to do world-class work and have a good time doing it, so it is the perfect fit for us. We can’t wait to get started”.
A tribute to the outgoing partnership with VML
The creative agency’s appointment comes after The Lottery Corporation had engaged TrinityP3 to conduct a closed review of its creative agency arrangements.
Johnson said he thanked incumbent VML for the strong partnership that had helped evolve and elevate The Lottery Corporation’s portfolio of brands.
“Over the past thirteen years, our businesses have grown and evolved together, forging a partnership that has contributed to the success of our brands. Thirteen years is an outstanding achievement, of which we are very proud. We have loved working with the VML team and wish them every success in the future,” he said.
The Lottery Corporation, which is listed on the Australian Securities Exchange, is the driving force behind Australia’s leading lottery games and licensed to operate in every state and territory except Western Australia, its brands include The Lott and Keno.
In addition to its digital apps and online platforms, The Lottery Corporation has more than 3,800 lottery outlets and 3,400 Keno venues in Australia, making it one of the largest retail operations in the country.