The Lottery Corporation, Australia's largest lottery operator, has appointed Special Australia as its new creative agency, relacing 13-year incumbent, VML.

The three-year appointment follows a competitive pitch process run by TrinityP3, which was brought in by the lottery business to conduct a closed review of its creative agency arrangements.

The new remit will see Special become the agency of record for The Lottery Corporation's portfolio of brands, including The Lott, Keno, Powerball, and Oz Lotto.

"Throughout the pitch process, we were impressed by Special’s exceptional strategic and creative expertise, as well as their collaborative spirit. What truly set them apart was their culture of kindness, honesty, and simplicity –values that align with The Lottery Corporation. In addition, their ability to tap into world-class strategic and creative talent, unrestricted by geography, offers a unique advantage. We’re eager to build a robust and enduring relationship with Special that continues to drive some of Australia’s most iconic brands," said General Manager of Marketing, The Lottery Corporation, Ben Johnson.

Partner and CEO, Special Australia, Lindsey Evans, said: "The team at The Lottery Corporation blew us away with their energy, smarts and ambition. Their unwavering commitment to true partnership, super high standards and more human ways of working was evident right the way through what was a great process."

Rebecca Stambanis, Partner and CSO, Special Melbourne, said: "From the very beginning, we could feel the warmth, curiosity and collaborative spirit of the entire team. They are an incredible group of humans who want to do world-class work and have a good time doing it, so it is the perfect fit for us. We can’t wait to get started."

Johnson also acknowledged the business' long-standing relationship with VML. "Over the past thirteen years, our businesses have grown and evolved together, forging a partnership that has contributed to the success of our brands," he said. "Thirteen years is an outstanding achievement, of which we are very proud. We have loved working with the VML team and wish them every success in the future."