Lottery operator Allwyn launched a search for an agency to handle social media and influencer marketing across the UK and select European markets, with an account valued at approximately £750,000, according to a Campaign report.

The review covers the UK and some European markets, though specific countries remain undisclosed. An Allwyn spokesperson said: “The area of social is obviously a massive growth space – and we’re always exploring new ideas and innovations, including investigating potential additional influencer marketing support.”

The company confirmed the review brings “no change to the great work that we’re currently carrying out with our agency partners.” Allwyn Group is currently working with VCCP on creative, after pausing its relationship with Leo Burnett due to a shift in focus to the gaming side of the business. 

The lottery consortium appointed both creative agencies to separate remits in 2023.

Current Agency Portfolio

Hearts & Science handles media planning and buying, winning the account in 2023. The agency worked on Allwyn’s September campaign that reprised the “It could be you” slogan and golden hand for Lotto, created by VCCP.

M&C Saatchi won the global integrated communications account in January 2025. The National Lottery also maintains an in-house social team.

The National Lottery’s Christmas campaign by VCCP enlisted Olympian Tom Daley to unveil a “scratchcard-igan.” Atomized Studios and Freuds created a social video featuring Daley as a fashion influencer speaking to camera.