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New N.C. Lottery ad agency picked after earlier winner withdraws

North Carolina LotteryNorth Carolina Lottery: New N.C. Lottery ad agency picked after earlier winner withdraws

The North Carolina lottery hired a new ad agency Tuesday to promote its games — now less than six weeks from the start — after the agency that originally won the job refused to put up a $500,000 bond to ensure its vendors were paid.

The firm Wray Ward Laseter of Charlotte takes over a three-year contract to lead the lottery's projected $8 million a year advertising campaign. Howard Merrell & Partners of Raleigh, the top bidder last week, quit a few days after winning the contract Feb. 14.

Wray Ward also offered creative ads to highlight both the lottery and its education benefits, lottery executive director Tom Shaheen said.

"They really knocked the ball out of the park," commission chairman Charles Sanders said after his board approved the new contract during a conference call.

Wray Ward, whose client list includes the NBA's Charlotte Bobcats, Cheerwine and Rack Room Shoes, will get an average yearly payment equal to 11 percent of the annual advertising budget. In the first year, the company will get 12 percent — or $960,000 if the lottery spends $8 million in advertising as expected. The average percentage is slightly more than Howard Merrell's final offer.

Wray Ward has agreed to pay the bond, but still must sign the contract, Shaheen said.

Scratch-off games are projected to begin March 30 and are expected to be followed by the multistate Powerball numbers game May 30.

The company will have to meet stringent guidelines laid out in state law as part of the bill that created the lottery. The primary purpose of the ads can't be to induce people to play the games and also can't depict the lottery as a way to resolve economic or personal problems. The spots can't use cartoon figures and must mention the odds of winning.

The commission Tuesday also approved a green and yellow logo featuring an outline of the state, along with graphics of the mountains and a lighthouse.

A proposed logo unveiled last week was immediately withdrawn because it contained copyrighted clip art.

AP

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4 comments. Last comment 11 years ago by DoubleDown.
Page 1 of 1
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Sparta, NJ
United States
Member #18331
July 9, 2005
1977 Posts
Offline
Posted: February 21, 2006, 1:26 pm - IP Logged

The primary purpose of the ads can't be to induce people to play the games and also can't depict the lottery as a way to resolve economic or personal problems.

Are those laws written by former Disney employees?  My esteem for the corrupt New Jersey Legislatures is rising!

Cheers

|||::> *'`*:-.,_,.-:*''*:--->>> Chewie  <<<---.*''*:-.,_,.-:*''* <:::|||

I only trust myself - and that's a questionable choice

    Avatar

    United States
    Member #10720
    January 23, 2005
    933 Posts
    Offline
    Posted: February 21, 2006, 9:09 pm - IP Logged

    FLASH!

    FLASH!

    NEWS BULLETIN!!!

    Nobody who lives outside of N.C., cares.

    //END NEWS BULLETIN// 

      Todd's avatar - Cylon 2.gif
      Chief Bottle Washer
      New Jersey
      United States
      Member #1
      May 31, 2000
      23273 Posts
      Offline
      Posted: February 22, 2006, 11:47 am - IP Logged

      FLASH!

      FLASH!

      NEWS BULLETIN!!!

      Nobody who lives outside of N.C., cares.

      //END NEWS BULLETIN// 

      I believe you are speaking for yourself, not me. 

      As someone who follows the happenings in the lottery industry, I am following the progression of the North Carolina Lottery with great interest.

      Maybe try having some tolerance for people with different interests.

       

      Check the State Lottery Report Card
      What grade did your lottery earn?

       

      Sign the Petition for True Lottery Drawings
      Help eliminate computerized drawings!

        Avatar
        Coastal Georgia
        United States
        Member #2653
        October 30, 2003
        1866 Posts
        Offline
        Posted: February 22, 2006, 11:55 am - IP Logged

        If we play the lottery at all we should care-- It affects how lotteries are ran everywhere.

        Perhaps the next state pondering a lottery( Ark, AL, etc...) would want to see what NOT to do.

        DD