Maris, West & Baker | Agency Profile, Contacts, AOR, Client Relationships

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2020 SE Media Opps: MS Lottery Corp selects AOR

Mississippi's first lottery organization, Maris, West & Baker (MW&B) to handle marketing and advertising initiatives, including creative and media buying (channels unspecified). 11.5% of the lottery's marketing budget will go to MW&B, which this year should equal about $402.5k of the total $3.5 million budget. Since this is Mississippi's first-ever lottery, expect a big media push to come out soon for Q4 2019 and Q1 2020. 

Tickets will start selling by December. Jackson-based MW&B only works with "positive impact brands" and will likely focus on pushing the societal benefit of lottery profits to gain public trust in this widely conservative state.

MW&B specializes in PR, media planning & strategy and experiential services. Keep in mind MLC will only function in-state, so local methods of marketing, such as radio and OOH, may be used. Eventually, as long as it's successful, MLC will join the other 44 states who participate in nation-wide games, such as Powerball and Megamillions, per SunHerald. 

Since MS has never had a lottery before, MLC does not have any spend data for us to report yet. 

Sellers -- According to CBS news, Americans who earn less than $30k/year are more likely to invest in lottery tickets than families with a higher HHI; four times more, in fact. Keeping this in mind, you top demographic is likely boomers: according to Income by Zip Code, Mississippi's boomer population usually has a HHI of about $33k. Recent studies revealed 61% of lottery players were 50-64 y/o, per Reuters. The rate of millennial players has dropped drastically since 2003. Therefore, if you can reach boomers through radio, digital and OOH, reach out to MLC.

Agency readers -- Since MW&B has secured this account for the next three years, read elsewhere for opportunities. Consider reaching out to offer services on a project basis.