Extreme Group lands Atlantic Lottery account

The agency has begun working on the organization's Scratch, Draw, Sports, Destination and e-Gaming lines of business.

Extreme Group, with offices in Toronto and Halifax, has added the Atlantic Lottery to its list of clients. According to a release, it was the agency’s understanding of the region and people presented in a pitch earlier this year that led to the account win.

“Extreme Group demonstrated a natural fit. They know the region really well and they bring lots of fresh strategic and creative fire-power,” said Scott McWilliam, managing director at the Atlantic Lottery. “We were looking for an agile and passionate partner to help us open up some really exciting new opportunities to grow our business for Atlantic Canada.”

The account includes the organization’s Scratch, Draw, Sports, Destination and e-Gaming lines of business. The agency will be tasked with creating work that goes beyond traditional advertising for an organization that’s known for its innovative approach to the category (such as using bar code technology and being the first Canadian lottery to go digital).

“Every day we’re experiencing new changes, and far beyond just new media,” he added. “So it was important that we partner with a team that can think about the business and not just advertising on a poster or in a TV spot.”

Shawn King, President, CCO, Extreme Group said, “the win gives us an incredible opportunity [to work] on a very dynamic piece of business vital to the region. It has been inspiring to see their track-record of innovation within the lottery category.”