The Dutch Lottery organizes seven games of chance, which are part of the well-known brands Lotto, Toto and Dutch State Lottery. It has chosen media agency Mindshare Greenhouse to organize its strategy, media planning and buying of all brands of the Dutch Lottery. It will get into effect on January 1st 2020.
Flexible approach between online and offline media
The Dutch Lottery integrates creation, media and performance. This is not easy, since it requires a flexible approach between online and offline media. Important factor is that the Dutch online gambling market will become legal in 2021. As a result, media must be part of one office group. The Dutch Lottery searched for its best partner and found Mindshare Greenhouse during the media review. It showed that they are the best party to implement the future plans of the Dutch Lottery, CMO Arno de Jong told the press.
Greenhouse is a familiar party for the Dutch Lottery, because they have been responsible for all online activities for years. The expansion of the collaboration means that after eight years of a great collaboration, the Dutch Lottery is saying goodbye to the UM media agency. Atva van Zanten, CEO of Mindshare, said that the company is extremely that brands appreciate the new Mindshare Greenhouse proposition. It’s a huge compliment to the teams in Eindhoven and Amsterdam who have worked very hard on the integration in the past period.
Complex issues of today’s brands
CEO Van Zanten also said that the fact that the Dutch Lottery is choosing them at this time of change and challenges in the gaming market proves that the integrated communication strategy that they can offer is in line with the complex issues of today’s brands.