Allwyn UK is set to launch an in-house creative and content studio to bolster its marketing efforts around The National Lottery.
Studio 59 will open in April and bring Allwyn UK’s creative, social, content, production and planning teams under one roof.
The new in-house studio derives its name from the number of numbers available in the Lotto draw – 59.
Allwyn UK said it would continue to collaborate with its existing agency partners in VCCP and Hearts & Science.
VCCP worked with Allwyn to launch the current ‘It Could Be You’ multi-channel campaign, while Hearts & Science serves as Allwyn UK’s media agency.
Studio 59 will work across retail, digital and communications.
“The way people discover and engage with content has changed dramatically, with much more happening across digital platforms and in real time. Studio 59 is designed to meet that shift head‑on,” Allwyn UK said.
The in-house studio will oversee content creation from start to finish, with the operation being underpinned by what The National Lottery operator called its “News Engine”.
Described as an “always-on model that connects communications and earned with creative and social teams”, the News Engine aims to develop ideas quickly and push content wider.
Ladbrokes and Coral parent company Entain launched its own in-house creative studio in 2024 in the shape of Entain Creative.
The studio produced Ladbrokes’ ‘The Gaffer of all Accas’ campaign.
Last year, PHD was named as the FTSE 100 firm’s new media buying agency, replacing the7stars.
Steve Parkinson, Allwyn UK marketing and brand director, said: “The media landscape continues to evolve, with new formats, digital channels and audience expectations shaping how brands show up.
“To meet that challenge, we need to move faster, collaborate more closely and bring more capability inhouse. Studio 59 allows us to do that.
“It gives us a more flexible, accountable model that strengthens our content creation and helps us show up more confidently in UK culture. Ultimately, it’s about returning more to good causes.”
Gillian Taylor, Allwyn UK director of communications, added: “Studio 59 gives us the joined up firepower we need to create and react at speed.
“Bringing our creative and communications teams together unlocks a new level of collaboration.
“With the News Engine at its heart, we’ll be able to spot opportunities quickly and produce content that feels right for the moment, helping The National Lottery show up more often and with a clearer, stronger voice for players and communities.”
The post Allwyn unveils in-house creative studio for The National Lottery first appeared on EGR Intel.
Studio 59 to house teams from across the business, with aim for “always-on model” to react to marketing and strategy trends in real time
The post Allwyn unveils in-house creative studio for The National Lottery first appeared on EGR Intel.