Hoosier Lottery hires ad agency for creative work

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The Hoosier Lottery has hired Mortenson Safar Kim as its new creative advertising agency of record, the lottery announced Wednesday.

Financial terms of the deal with the agency, formerly known as Meyer & Wallis, were not disclosed.

The Hoosier Lottery spent $10.2 million on advertising in the fiscal year ended June 30. Nine Indiana agencies were invited to bid on the account.

Previously, creative work was split between Boyden & Youngblutt of Fort Wayne and Mortenson Safar Kim, which has offices in Indianapolis and Milwaukee.

Mortenson Safar Kim will be responsible for all traditional and digital advertising supporting Hoosier Lottery products and the Hoosier Lottery brand.

 “We were very impressed with Mortenson Safar Kim throughout the selection and evaluation process,” said Jessica Powell, vice president of marketing for lottery manager Gtech Indiana, in a prepared statement. “We chose them because they have a deep understanding of Hoosier values and grasp the statewide, regional and local fabric of Indiana community life."

Officials for Providence, R.I.-based Gtech Corp., which struck a 15-year management contract with the Indiana Lottery Commission on Oct. 12, have promised to increase marketing for the Hoosier Lottery.

Mortenson Safar Kim serves a wide variety of clients in the retail, banking and health care industries. Chris Mortenson, the agency’s CEO, acquired majority ownership in 2007. In April 2008, Shannon Safar joined the firm as president. The agency recently moved into new offices in the Broad Ripple area.


  • What a joke
    Understand Hoosier values? Too funny. They have an Indianapolis office staffed with one person so it appears they're an Indiana agency. If Hoosier values include dishonesty and deceit then yes, they're certainly a part of the fabric of the community.
  • Hoosier Values?
    Are Hoosier values consistent with taking advantage of the poor; lottery players that play the game hoping for a fair shake? Bring back the Hoosier lottery television show. Show us the numbers being drawn for each draw like other state's that provide a fair game for their citizen's. We don't want to play against computers as the do at the casino, playing against a computerized setup is not only very unfair but you are cheating your "Hoosier Value" citizens who try day in and day out to win a little money, you have actually changed the game and put into play a game that many people don't even understand the impact and consequences of trying to win a game playing against a computer. I know you can loosen the setting and tighten it up as well where no one can win. I believe someone needs to investigate and prove to the public that the Governor has you and your secret accounting methods ripping off the very people you are serving, most the poorer citizens, in the state of Indiana. Phillip Sebree
  • Pigs at the trough
    One can not help but wonder how much the principals of this firm contributed to Republican election coffers. There seems to always be a profiteering element to these deals.
  • Bid Rigging
    U.S. Attorney’s Office and Working Group to Aggressively Investigate, Prosecute Indiana Public Corruption Cases http://www.wthitv.com/dpp/news/local/Working-Group-forms-to-end-corruption#.UNDFQrZ5gxc FBI Press Release: http://www.fbi.gov/indianapolis/press-releases/2012/hogsett-announces-formation-of-federal-state-public-corruption-working-group

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