Allwyn appoints Hearts & Science as media partner ahead of National Lottery handover
Incoming operator enlists marketing agency to support media strategy, planning and buying with immediate effect
Allwyn has selected marketing agency Hearts & Science as its media partner ahead of taking on the fourth National Lottery licence.
Allwyn will take control of the licence in February 2024, with Hearts & Sciences immediately working with the operator ahead of the handover next year.
Hearts & Sciences is part of the Omnicom Media Group and was launched in 2016. It currently boasts 43 offices around the world.
Hearts & Science has worked with the likes of Jaguar Land Rover, Mulberry and Tropicana in the UK, generating more than £200m in “net new business billings” for its partner brands.
Current licence holder Camelot’s media partner iProspect will continue to execute its media strategy, planning and buying for the National Lottery until the end of January 2024.
Ross Sergeant, Allwyn global head of media, said: “Hearts & Science has been able to provide a unique perspective paired with innovative approaches to strategy, planning and buying.
“I believe this is a new kind of media agency – an agency rooted in the science, which is truly pursuing the creative and innovative opportunities that media brings us today.”
Garret O’Reilly, Hearts & Science CEO, added: “We’re hugely excited to have been appointed by Allwyn to assist in ushering The National Lottery into a new era – helping to reach and connect consumers with this amazing force for good.
“By selecting Hearts, Allwyn is making a statement of intent to the industry – demonstrating it really does want to do things differently and bring transformational thinking to The National Lottery.”
Earlier this week, Allwyn finalised its senior leadership team ahead of taking on the National Lottery licence.