What are your thoughts on Core winning the Lotto account?

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They've done a good job with the TVC. And they've gone a good job building up their creative leadership with Liam and Mike. Have to stop viewing them as "media with some creative" and more as a credible creative competitor, whatever the politics behind the win.

They’re putting it up to other agencies winning new business. This may accelerate closer collaboration between media agencies and creative agencies, as this is Core’s point of difference now. The new TV for the Lotto is well produced. It actually feels like a TV spot from 10 or 15 years ago. So if you believe advertising was better 10 or 15 years ago, then that’s a good thing. If you believe agencies should be finding new ways of doing things, that’s a bad thing. It’s Core’s best TV spot to date, they are starting from scratch though. It’ll be interesting to see if they can step up creatively. That depends on who else they hire.

And the latter is exactly the point I was making. It is better than a manifesto ad, that’s a given. Any Irish TV ads you’ve liked in recent times or you think they’re all dull?

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