The National Lottery Charities Board has appointed Countrywide
Porter Novelli as the PR arm of a consortium of disciplines to rebrand
and relaunch the organisation later this year.
The consortium, consisting of CPN together with design consultancy CDT
and branding strategist Brandsmiths, was appointed after a two-way
pitch. Six consortia were originally invited to tender.
’We are looking at changing our corporate brand name to something less
bureaucratic and less likely to be confused with the lottery itself,’
confirmed the NLCB’s director of communications Paul Hensby.
Hensby said no fee had been set as an audit had yet to be carried out,
but he confirmed that the account would be worth in excess of six
The CPN part of the account will be handled by director Jonathan Hemus
who will report to Hensby.
According to Hensby, CPN’s role will be strategic to help maximise
publicity behind the changes. The in-house team of nine people across
press, events and PR, will concentrate on day-to-day execution of the
Before the rebranding begins, the NLCB will carry out research and focus
groups with its stakeholders and employees to canvass their
If the results of the survey confirm what Hensby suspects then the NLCB
will be renamed and relaunched this autumn. The rebranding will coincide
with any relaunch of the lottery itself, following the announcement in
June of the next franchise holder.
The NLCB is an independent organisation set up by Parliament to
distribute money raised by the National Lottery to support charitable
organisations throughout the UK. It is one of six bodies which benefit
from the lottery and receives 4.7p from every pounds 1 spent on the