GKV Awarded Maryland Lottery Contract

GKV announced it has been awarded a three-year contract as creative agency of record for the Maryland Lottery following an extensive competitive review process. An RFP was issued by the Maryland Lottery and Gaming Control Agency (MLGCA) for Advertising, Marketing, Media, Digital, Web & Social Media, Research and Related Services. GKV’s award for Functional Area I is for the Creative And Production Services portion and encompasses marketing research, strategy and content creation across all mediums. GKV did not pursue the media planning and buying component.

GKV has prior experience in developing Maryland Lottery advertising dating back to 2008, when GKV was awarded its first Lottery contract. Previous creative initiatives of note include product introductions such as the Baltimore Ravens Scratch-Offs, developing work for licensed marketing entities ranging from Old Bay to The Price Is Right and Monopoly games, and sustaining efforts for the entire product portfolio, including jackpot advertising.

In addition to traditional advertising creative work, future responsibilities will likely include social media influencer programs, website and mobile app development/maintenance and short-form digital content to meet the changing needs of Lottery players.