Mint and Momentum Selected as Agencies of Record for OLG

Following a competitive RFP process, Mint and Momentum Worldwide will co-pilot joint AOR work for Ontario Lottery and Gaming Corporation (OLG), a provincial lottery organisation. 

Mint works with brands to make a positive impact on culture, while Momentum is widely known across the industry for pushing the boundaries of action driven creativity. Together, they will work to push OLG to the top of its game for Experiential, Events and Sponsorship Activation. 

Mint is looking to add a fresh viewpoint to the well-loved gambling platform OLG.ca, that includes PROLINE+, iCasino, and Instants. Through collaborations and strategic partnerships, Mint is eager to provide OLG users new, distinctive experiences. As one of the original XM culture agencies in Toronto, Mint has evolved and helped shape the industry since 2008 and their objective with OLG is to leverage their years of knowledge to elevate OLG and solidify their place as a top gambling platform for users. 

Momentum will draw upon its experience in creating exceptional experiences to help consumers connect directly with the OLG brand in communities across Ontario, while leveraging partnerships in arts, music, gastronomy, sports and entertainment to do so. 

Momentum has led the industry in bringing a brand’s purpose and benefits to life in environments where consumers are most likely to engage with a brand’s message. Aligned with its agency philosophy it’s not what brands say, it’s what they do that matters, the team will help OLG secure its position through conceptually driven creative activations. By partnering with OLG’s agency roster, Momentum will drive 360 integrated experiential sponsorship activations. This will include support with sponsorship evaluation and measurement of activation opportunities. 

Following months of ongoing communication, OLG, Mint and Momentum have cemented their relationship and are enthusiastic and confident in producing outstanding future work for the OLG brand. Georgina Terzis, director experiential marketing at OLG, said, “OLG is thrilled to be working with two powerhouse agencies to bring these activations to life. Both agencies stood out for their creativity, passion for the business, and collaborative spirit. Alongside Mint and Momentum, we’re excited to create unforgettable experiences for OLG consumers across Ontario.” 

With a new perspective and the support of several key individuals, Mint and Momentum intend to drive ownable brand messages through XM. With backing from Ashley White, vice president of Mint, the team is more than ready to move forward with everything OLG.

Ashley said, “We believe that for brands to make a positive impact today, they need to connect with consumers on an emotional level as people don’t just buy products, they buy feelings. We’re eager to show OLG that every experiential activation is a brand building moment capable of making an emotional connection with their audience. We are thrilled to have been selected as an agency of record for such an established Ontario brand.” 

Rodrigo Coelho, Canada managing director, Momentum Worldwide said, "We are very excited to be working with an iconic brand like OLG. Its position as one of the biggest community supporters in Ontario, provides us with a fantastic opportunity to help make a positive impact. We’re eager to unleash our team's creative strengths to create exceptional activations that deliver compelling connections between the OLG brand and its customers. We look forward to doing great things with Mint and the rest of OLG's agency roster.” 

Mint and Momentum look forward to working together to bring a new outlook to the OLG brand Ontarians know and trust.