China Sports Lottery hires 4A agency for the first time

Mindshare Beijing has won China Sports Lottery's integrated marketing business in a public procurement tender that was called on 3 August. The agency won the account with a bid price of RMB3.6 million (US$524,000).

This is the first time the state-run lottery organisation has hired a multinational 4A agency to launch a concerted brand-building effort. The partnership covers 2019 through 2021.

“Mindshare is devoted to leveraging our global perspective for local business development," said Jessica Zhang, managing director of Mindshare Beijing. "This win sets a milestone for this ambition and "crystallizes our value proposition to local businesses."

The scope of work includes integrated planning and strategising on branding, communications and media. Mindshare is also tasked to "fully study and analyse the characteristics of both the domestic and international lottery industries".

As a national public welfare fund, the China Sports Lottery generates revenue that is widely used in social security, education, medical assistance, poverty alleviation and rural pension services.

Mindshare reportedly won the tender against OMD, Hylink, and Dentsu-rihai. Campaign China has reached out to the latter three agencies for confirmation.