Vickers & Benson of Toronto has withdrawn from the Ontario Lottery Corp.’s agency pool.
Jim Satterthwaite, chief operating officer of v&b, says the pool system did not allow the agency to do its best work because it needs to be involved in the client’s creative strategy.
Own plans
The olc develops its own marketing plans, decides its creative requirements, and then briefs the agencies.
The remaining shops in the resource pool are Anderson Advertising, Ian Roberts Advertising, Padulo Advertising and Brooks Advertising of Sault Ste. Marie, Ont.
The olc annual marketing budget is $23 million.
Anderson Advertising was recently awarded the creative assignments for three olc lotteries: Lottario, Instant Lotteries and the new sports lottery, ProLine from Sport Select.
Not all briefed
Philip Rowlatt-Smith, vice president of marketing for the olc, says not all agencies are briefed for each project, but participating agencies are paid a development fee of between $5,000 and $10,000.
The creative pool saved the corporation $875,000 during 1991-92 and Rowlatt-Smith projects savings of $1.4 million for the 1992-93 season.
The average cost to produce each tv commercial is $33,000. If production comes in under the allotted budget the difference is split between the agency and the olc.
Rowlatt-Smith says agency compensation per campaign ranges from $20,000 to $100,000.
