Spanish gambling group bets on one integrated agency

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MADRID -- ONLAE (Organismo Nacional de Loterias y Apuestas del Estado), the group responsible for Spain's state lotteries and soccer pools, says that it will for the first time coordinate all of its marketing and advertising activities with one agency.

Previously, the state body has held pitches for each of the 15 to 20 campaigns it mounts each year. But it has now decided that a more coordinated approach is required.

This year ONLAE plans 18 campaigns with an overall budget of around $36 million. Ad agencies have been given until Feb. 18 to come up with proposals. The successful agency will be responsible for both cre- ative and media.

One of the keys to winning the account will be the agency's ability to provide market research and marketing consultancy services. ONLAE had decided that it needs to have more detailed information on who participates in its various games. In 1997, Spaniards spent more than $23 billion on legal gambling activities, with ONLAE lotteries and pools accounting for $6.5 billion of this.

Copyright February 1998, Crain Communications Inc.

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