Louisiana Lottery

The Case

As the oldest, and second largest advertising agency in the region, Bauerlein Advertising had a long history of some of the best creative work in the industry from both its Atlanta and New Orleans offices. It launched many companies, campaigns and organizations. It had worked with the Louisiana Lottery since launching the quasi-governmental gaming agency several years prior. The lottery represented more than 70% of the agency’s billings and was its flagship account.

When the evening news throughout the state featured an angry Louisiana Lottery president announcing that, effective immediately, it was terminating its contract with the ad agency, the multi-million dollar advertising leader was blind sided.

Our Strategy

We recommended loftier and more lucrative goals than just responding to the media and helping wipe off their reputation. We developed and implemented a campaign to reverse the situation and win back the Lottery account.

As a quasi-governmental agency, there was a clear and legally binding hierarchy and decision-making process. The Board of Directors would have to ratify the termination of the contract.

The Results

The agency won back the biggest account, was vindicated in the eyes of the trade and state media, and had developed the strongest relationship with the Board in its tenure on the account. Following the success of the weeklong campaign, employee morale and enthusiasm were at a high point.