All Terrain | Agency Profile, Contacts, AOR, Client Relationships

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Illinois Lottery appoints creative AOR (Score 23)

Sales lead: Start reaching out to offer ad space for 2023.

• The Dentsu Creative as its creative AOR in December 2022.
• Dentsu has been the organization's media AOR since 2019.
• This move replaces incumbent creative AOR OKRP, which won the account in 2018.
• Dentsu's first campaign will release in Spring 2023. 

IL's target demographic: Millennials located in IL and the surrounding states

The organization will likely:

• Launch a campaign (estimated for Spring 2023)
• Increase ad spend
• Seek additional agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: IL spent nearly $4.9m on digital display ads YTD. 
• YTD data: 667.8m impressions via Facebook (45%), Instagram (28%), Twitter (26%), and desktop display (1%). 
• Last year: Full-year spend dropped by 58% from $5.9m in 2020 to $2.5m in 2021. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, twitter.com, chicagoreader.com, and nbcsports.com. 

Additional channel insights:

• IL also utilizes OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so reach out to see if the organization needs any more assistance. 
• Current roster:
  • Dentsu: creative & media AOR
  • All Terrain: experiential.