6808: How The Lottery Is Won In Adland.

Last January, MultiCultClassics noted the Illinois State Lottery advertising account was won by Energy BBDO, ending the controversial and unprecedented handling of the chores by Black-owned R.J. Dale Advertising. The account’s contract features an initial term of two years, with a couple of single-year renewal options. Adweek estimated the total value for Energy BBDO at $105 million.

Now comes news that Burrell Communications was named African-American Agency of Record for the lottery, and the shop will deliver public relations and advertising targeting Black audiences. Burrell’s multi-year contract is worth $6.4 million.

Sources report that Blacks and Latinos have routinely generated the highest lottery sales in Illinois. Indeed, R.J. Dale’s work produced some of the greatest results ever for the brand—among all consumers.

So let’s review the figures. $105 million for the White guys versus $6.4 million for the Black guys.

Yep, sounds about right.