NEBRASKA LOTTERY SELECTS ADVERTISING AGENCY

The Nebraska Lottery has retained Ayres Kahler Advertising as its advertising agency of record for another three years.

Acting Lottery Director Jim Haynes made the announcement on May 25, capping a process that began in January with the issuance of a Request for Proposals for Advertising and Marketing Services.

"In order to meet the information needs of retailers, players and the public, the Nebraska Lottery expects a lot of its advertising agency. The demands of the selection process mirrored those expectations," Haynes said.

Several weeks of preparation and review went into the two-phase selection process. First, interested agencies were asked to submit by February 4 a capabilities statement detailing their respective resources and experience. A committee of Nebraska Lottery employees examined those capability statements, and select agencies were invited to submit proposals for two detailed marketing projects.

Phase II written submissions were due March 18, and agencies made oral presentations on their proposals during the week of March 21. This stage of the selection process was conducted by representatives of the Nebraska Lottery, supplemented by representatives of the Arizona and Delaware lotteries.

Submissions were scored according to four criteria: Overall Strategic approach, Media Plan considerations, Creative executions, and Promotional and Public Relations plans.

"From point-of-sale materials to broadcast media, and from sponsorships to print media, Ayres Kahler has done a great job of helping the Nebraska Lottery meet our various needs," Haynes concluded. "We look forward to their continued contributions to our mutual success with players, retailers and beneficiary funds."

Agencies' proposed compensation for the contract was evaluated separately, after the review committee had made its assessment using the four scoring criteria.

Ayres Kahler has been the Nebraska Lottery's advertising agency of record since 1997. The new three-year contract will commence on July 1, 2005, and includes the option of three one-year extensions.

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