Dentsu Queensland retains The Lottery Corporation

Dentsu Queensland has extended its long-running partnership with The Lottery Corporation for another three years, following a competitive review. The retention cements more than 14 years of collaboration between the agency and the ASX-listed operator of major gaming brands including Powerball, Oz Lotto, Keno and Lucky Lotteries.

As media agency of record, dentsu Queensland will continue to lead media strategy, planning, investment and optimisation for the group. The partnership has included major campaigns such as the $200 million Powerball jackpot in February 2024, the launch of Weekday Windfall and recent brand work across the lottery and Keno portfolio.

Chris Ernst, managing director of dentsu Queensland, said the agency's partnership with The Lottery Corporation has stood the test of time.

“Together we’ve done some fantastic strategic work over the years, however it’s our connection as people and organisations that I’m most proud of, and I believe sets a great example for our industry," Ernst said. "We have common values and both have a clear sense of purpose, which is incredibly powerful when combined. Here's to another decade of partnership”

Ben Johnson, general manager of marketing at The Lottery Corporation, added it was a relationship built on trust and shared ambition.

“Our longstanding partnership with dentsu Queensland reflects the strength of their strategic capability and deep understanding of our brands and customers. Our relationship is built on trust, shared ambition and a mutual commitment to evolving together, which is why we’re delighted to continue working with the dentsu team.”

The win caps a strong 18-month run for dentsu's Queensland office, which has added new clients including Tourism Whitsundays and Au.DA, while growing relationships with Good Drinks Australia, Great Southern Bank, and multiple Queensland tourism bodies. The agency was recently ranked #9 on AFR’s Boss Best Places to Work list and continues to post double-digit revenue growth.