Feeling discomfort and distrust. That is how a bunch of ad agencies felt after they learned the final decision from the Spanish State Lotteries (LAE) about which ad companies will run several lucrative campaigns for the federal entity that is currently undergoing privatization. The winners are two firms linked to Young & Rubicam (part of the international holding company WPP) a group managed by Miguel Barroso, former press secretary for Spanish president Zapatero and currently married to Carme Chacon, Secretary of Defense of Spain.
Grey, one of the winning companies, will receive two million euros to develop the creative process for "El Gordo" and "El Niño", two of the most important events of the year for the Lotteries agency.
MEC, the other winner, will manage a total budget of 21.6 million euros to deal with the media strategy for such campaigns. The contract is for one year with the option to be extended based on its results.
The LAE´s final decision has led many companies to speculate on the role played by Miguel Barroso in this process, if we take in consideration that presidential election next year in Spain could result in a change of government.
The Spanish State Lotteries has defended their transparency during the process, denying any connection with Barroso.
