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Agency win not luck of the draw

MARKETORCE has been reappointed to handle one of the State’s most lucrative advertising accounts.

The State Government’s Contract and Management Services arm awarded The Lotteries Commission of WA’s $7 million per annum advertising account to Marketforce after a highly competitive tender process.

The three-year contract, which has two further one-year options, will extend Marketforce’s 27-year association with the Commission and includes advertising and direct marketing for Saturday Lotto, Powerball Lotto, Oz Lotto, Scratch ‘n’ Win, Cash 3 and the Commission’s corporate advertising activities.

The news follows Marketforce’s wins in July at the World Lotteries Association conference in Glasgow, where the Slikpik 18 TV advertisement was voted the Best Lotto Commercial in the World.

The agency could take credit for helping the Commission to become one of the world’s benchmark lottery operators. WA has the highest Lotto sales per capita in Australia and ranks fourth in the world.

Marketforce managing director Iain Rowe said the reappointment process was the most thorough and detailed examination of the company’s capability it had experienced.

The reappointment caps a sterling year for Marketforce, during which it launched five new divisions and won the Perth City Council advertising account from JDA.

Two totally independent specialist companies, e media works and On-Line Marketing Solutions, were formed this month to extend Marketforce’s communication resources and expertise in online sales and marketing.

Peter Rich, formerly general manager of Marketforce’s independent media buying house, Media Decisions, is director of sales of e media works, an online representation company that has negotiated exclusive agreements with a number of major Internet search engines portals and web sites to act as their WA representative.

These include ninemsn.com.au and affiliate sites, looksmart.com.au and affiliates, excite.com.au and the realmedia.com.au network of sites.

Mr Rich said the company used a traditional media representation model, but exclusively dealt with online properties.

On-Line Marketing Solutions will provide clients with marketing solutions for their web sites, in addition to advice on their Internet and e-commerce capability.

The company will also project manage e-commerce work across the full spectrum of B2B and B2C.

Edith Cowan University lecturer in e-commerce within the School of Management Information Systems Dragan Velichkovich will provide both e media works and On-Line Marketing Solutions with consulting services.

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