Butler, Shine, Stern & Partners (BSSP) has been selected as lead agency for the California Lottery following a competitive review, with Canvas Worldwide serving as media agency.
The five-year assignment carries a maximum authorised expenditure of $550 million, with options for two additional one-year extensions. The win marks a major milestone for the Bay Area independent agency, which was recently named Ad Age’s Small Agency of the Year.
The review began with 20 competing agencies and agency partnerships, including several major holding company networks.
Lottery staff cited the BSSP and Canvas partnership for its ‘innovative thinking, exceptional creativity, and clear strategic leadership,’ as well as its ability to transform player insights, data, and category expertise into a compelling platform for growth.
“This is one of the most meaningful wins in our agency’s history,” said Sinan Dagli, executive creative director and partner at BSSP. “The California Lottery challenged agencies to bring fresh thinking, deep consumer understanding and a vision for future growth. Our Outside/In philosophy helped us see the brand through the eyes of the people it serves, and we’re honoured to help advance its mission of generating supplemental funding for California public education.”
Tracey Faux-Pattani, CEO and partner at BSSP, added, “This win reflects the strength of a truly integrated partnership. Canvas Worldwide brought exceptional media expertise, strategic rigor and a shared commitment to helping the Lottery connect with Californians in meaningful ways. We’re excited to embark on this journey together.”
Founded in 1985, the California Lottery has contributed more than $48 billion to education across the state.
This content is sourced from lbbonline.com and is shared for informational purposes only.
