Colle & McVoy nabs MN lottery account

MINNEAPOLIS: The Minnesota lottery has selected Colle & McVoy as agency of record for its $7 million in annual spending advertising and PR account.

MINNEAPOLIS: The Minnesota lottery has selected Colle & McVoy as agency of record for its $7 million in annual spending advertising and PR account.

PR spending is not broken out within the overall $7 million spending figure.

Minneapolis-based Colle won over finalists Barkley & Evergreen, BBDO, and The Foley Group, the incumbent ad agency. The new contract is for three years with options for two additional years.

Colle was chosen because "they showed a better ability to integrate all their resources to meet our marketing needs," said Dale McDonnell, lottery assistant director and general counsel.

The lottery was particularly impressed with the work Colle has done with a limited budget for the Minnesota office of tourism, he said.

Tom Lindell, VP and senior counselor at Colle, said PR efforts will concentrate on broadening community support for the lottery, extending winner awareness, and creating buzz for new games through promotions, special events, and media relations.

The lottery was mired in controversy early this year after a state audit questioned the value of promotion work done by local firm Media Rare. Media Rare's contract was cancelled and that firm sued the Foley Group through which it had subcontracted with the lottery.

Lindell said Colle will address lottery reputation issues using its public affairs group.

The lottery's McDonnell said consumer surveys done in April and June "show our reputation wasn't tarnished," with 79% to 80% of state residents saying they have no change in their opinion of the lottery. Colle will assist the lottery in creating a crisis-management plan for future contingencies, McDonnell said.

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