The National Lottery: How doing 'one hundred things one per cent better' helped Camelot achieve record sales
Principal author: Simon Jenkins, MPG Media ContactsContributing authors: Michael Salter, Andrew Deykin and Ben Dudley, MPG Media Contacts
"It's not doing one thing 100 per cent better that makes the difference; it's doing one hundred things 1 per cent better". Dianne Thompson Camelot Group CEO.1
You'd be forgiven for thinking it's easy to make 'advertising work' for The National Lottery. Everybody wants to be a millionaire, after all, and UK operator Camelot, has had the sole licence to...