Allwyn has confirmed the appointment of Omnicom Media Group’s Hearts & Science as its media agency.

The win coincides with Allwyn taking on the fourth National Lottery license, which starts in February 2024.

Hearts & Science emerged victorious after a four-way competitive pitch supported by media adviser Ebiquity.

IProspect, the incumbent, pitched for the account along with Zenith and EssenceMediacom, with EssenceMediacom being the final agency to exit the process.

Hearts & Science will begin working with immediate effect, preparing for the National Lottery licence handover early next year. Allwyn will take over from Camelot, which has run the lottery since 1994.

“Hearts & Science has been able to provide a unique perspective paired with innovative approaches to strategy, planning and buying,” Ross Sergeant, Allwyn’s global head of media, said.

“I believe this is a new kind of media agency – an agency rooted in the science, which is truly pursuing the creative and innovative opportunities that media brings us today.”

He added: “We were particularly impressed by the Hearts & Science team’s logical and clear approach toward finding and testing innovations in this space.

“We have complete confidence that Hearts & Science brings the scale and operational capability – as well as industry-leading trading and commercial practices – needed as we look to evolve the National Lottery over the next decade. We very much look forward to building our partnership with them.”

IProspect, under Camelot, will continue media strategy, planning and buying for the lottery until the end of January.

The media appointment follows Allwyn splitting its creative account, with Leo Burnett taking on the National Lottery brand and VCCP overseeing marketing communications for the Lott and Set for Life games as well as managing rollover and jackpot-specific campaigns for draw-based games.

In the UK, Hearts & Science has produced more than £200m in net new-business billings through wins including Jaguar Land Rover, Mulberry and Tropicana Brands.

Garrett O’Reilly, chief executive at Hearts & Science, said: “Allwyn’s digital innovation and creativity ambitions speak to our own values; as does its stance on social value, with Allwyn committed to, among other things, taking on a leadership role in developing responsible practices within media, as well as creating a new standard for protecting players.

“As they look to transform and futureproof the brand, our mandate is to deliver modern media solutions – powered by the Omni marketing orchestration system – that will accelerate that journey and build connections with players that go beyond the point of purchase.

“By selecting Hearts, Allwyn is making a statement of intent to the industry – demonstrating it really does want to do things differently and bring transformational thinking to the National Lottery.”