MASS. LOTTERY TO NAME HILL HOLLIDAY AS AGENCY

State Commission to Meet Tomorrow to Finalize Decision

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NEW YORK (AdAge.com) -- The Massachusetts State Lottery Commission is set to award its advertising account to Interpublic Group of Cos.' Hill Holliday Connors Cosmopulos following a review, a spokeswoman for the lottery commission chairman said.

The commission is scheduled to meet tomorrow and at that time the procurement team, which led the agency review, will formally recommend the selection of Hill Holliday.

'Highly unlikely'
"It is highly unlikely that any other agency will be chosen," said the spokesman, Karen Sharma. The commission's chairman, Tim Cahill, is also the state's treasurer.

The agency will operate under a one-year contract, which can be extended for another two years following a review. Hill Holliday's main charge is to raise awareness of the many games offered to consumers, Ms. Sharma said. She added that "the state treasurer is responsible for increasing revenues from these games, and the funds raised are used by cities and towns statewide."

Billings on the account are $5 million, and responsibilities include developing creative as well as media planning and buying.

Other contenders in review
Hill Holliday bested two other finalists, Interpublic sibling Mullen, Wenham, Mass., and independent Clarke Goward, Boston, to win the review, which began in July. Finalists were asked to develop a promotional campaign for the Megamillions game, a multistate numbers game for which winners are drawn twice a week.

The commission has not used an advertising agency in seven years. When it did advertise, the account was split between Hill Holliday and Arnold Worldwide, Boston, part of Havas. Arnold declined to participate in this review, Ms. Sharma said.

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