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Allwyn UK, the future operator of the UK’s National Lottery, has selected Omnicom Media Group’s Hearts & Science as its media partner for the upcoming fourth National Lottery license, which begins in February 2024
While the term “preferred” might imply some flexibility for changes, this partnership is still a significant achievement. Although the exact budget Allwyn intends to allocate is unknown, it will be one of the UK’s largest media accounts. This victory follows a competitive pitch, with the creative account being divided between Leo Burnett and VCCP, with Burnett expected to take a larger portion.
Ross Sergeant, Allwyn’s global head of media, commented: “Hearts & Science has offered a unique perspective along with innovative strategies for planning and buying. I believe this agency represents a new type of media agency—one that is deeply rooted in science while actively pursuing the creative and innovative opportunities that modern media provides.”
Garrett O’Reilly, CEO of Hearts & Science, added: “We’re thrilled to have been chosen by Allwyn to help guide The National Lottery into a new era—enhancing its connection with consumers through this incredible platform for good. Allwyn’s commitment to digital innovation and creativity aligns with our values, as does its dedication to social value, including a leadership role in promoting responsible practices within media and setting new standards for player protection.”
This victory firmly establishes Hearts & Science, initially created to manage P&G and AT&T in the US, as a key player in the UK. Omnicom Media Group’s agencies have been leading the way in media account wins throughout 2023.