Allwyn | Marketing Ecosystem Consultancy


Allwyn won the bid to run the National Lottery in the UK and needed a new ecosystem of agencies to help them take over the licence from Camelot, in February 2024. They needed new creative agencies for strategic development and creative across all the different games and the TNL mother brand. They also needed a new digital partner to cover new app and web requirements.


We helped Allwyn navigate the agency partner landscape, addressing all their needs and providing our recommendations of different agency models. Once agreed, we managed multiple selection processes to help them appoint new agencies – which they still use today.


Allwyn appointed VCCP and Leo Burnett for their creative needs, and Deloitte Digital to develop a new digital estate.