Hoosier Lottery hires ad agency for creative work

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.

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