The Irish National Lottery

Paul Dervan, CMO
Maebh Gleeson, Senior Brand & Marketing Communications Manager
Michael Hayes, Head of Marketing
Joan Hallinan, Senior Digital Marketing Manager
Stephen Cleary, Social Media Manager
Eric Sexton, Head of Commercial & Digital Operations

Core *Lead Agency

Bryan Connolly , Client Partner
Aisling O'Sullivan, Business Director
Mike Garner, Creative Director
Orla Reaper-Reynolds, Client Director
Fiona McGarry, Head of Production
Mark Tuthill, Creative Director
Jennifer McGrath, Client Director
Geoff McGrath, Director of Transformation
Andy Pierce, Group Strategy Director
Chris Allwright, Client Manager
Sophie Burke, Client Manager
Liam Wielopolski, Executive Creative Director
Nadia Karim, Senior Art Director
Rachel Ryan, Client Director
Eve Redmond, Art Director
Blaise Hoban, Copywriter
Laura O'Carroll, Junior Art Director
Lucy Mortell, Junior Copywriter
Roisin Keown, Creative Director
Caroline Curtis, Business Director

Red C Ireland

Ciara Reilly, Director

KV13

Eoin O’Brien, Creative Director
Eoin O’Brien, Creative Director

The National Lottery faced a tough situation. Play of our main games was declining. Increasingly, people saw us as greedy, and no longer believed they could win. To combat this, we changed our approach completely. Instead of focusing on jackpots, we celebrated real wins, big and small all across the country. Instead of fast cars and islands, we celebrated the generosity of winners. And instead of sub brands, we brought everything under one consistent National Lottery master brand. 15 months later, average monthly revenue and play numbers have increased 8.5%.