Creative

At the heart of everything we do is our vision to change lives every day, and our mission to grow The National Lottery responsibly and champion its impact.

We are Allwyn UK, part of the Allwyn Entertainment Group - a multi-national lottery operator with a market-leading presence across the USA (Michigan and Illinois) and Europe, including Czech Republic, Austria, Greece, Cyprus and Italy.

While the main contribution of The National Lottery to society is through the funds to good causes, at Allwyn we put our purpose and values at the heart of everything we do. Join us as we embark on a once-in-a-lifetime, largescale transformation journey by creating a National Lottery that delivers more money to good causes.

We’ll talk a bit more about us further down the page, but for now - let’s talk about the role and who we’re looking for…

Allwyn’s inhouse agency: Studio 59

Studio 59 is Allwyn’s new in-house agency. A fast, integrated hub built to elevate how we tell The National Lottery’s story. Bringing creative, production, planning and media together across a single, integrated team, we’re engineered for pace, efficiency and standout quality.

Our mission is simple: create bold, social-first, audience-led work that strengthens player engagement and gives The National Lottery a single, authentic brand voice. With a best-of-both model that blends strengthened internal talent with top-tier external partners, we deliver dynamic, personalised content at scale.

Within the Creative & Design teams, Creatives play a key role in delivering high-quality ideas and content across campaigns, always-on activity and reactive storytelling. This role contributes to strengthening in-house creative capability as scope migrates from external agencies into Studio 59.

A bit about the role

As a Creative at The National Lottery, you’ll be at the heart of developing and delivering big, culture defining, insight-led ideas that connect with millions of people across the UK.

This is an exciting, end-to-end role where you’ll take briefs from a strategic thought, right through to final delivery, developing creative ideas. Working with our strategist, to jump from strategic thoughts into the development of creative platforms and ideas before getting to campaign-level executions.

With excellent creative skills and an in-depth understanding of culture, you’ll be expected to develop bold, social-first ideas, think on your feet, and actively challenge briefs and strategies whenever there’s a better way to reach our audience.

We’re looking for a natural storyteller who puts the audience first. Someone who loves the spark of a big concept, knows how to craft brilliant, sharp copy, and can seamlessly adapt their voice across everything from punchy social campaigns to longer-form brand stories.

Working alongside Senior Creatives, Designers, Content Creators, and the wider Creative & Production team, you’ll balance big-picture creative thinking with sharp execution at pace. If you’re ready to develop big ideas, creativity and craft, this is your chance to help shape the future voice of The National Lottery.

What you’ll be doing

Creative Development & Execution

• Develop creative ideas and executions across campaigns, content and always-on activity

• Produce high-quality creative assets across multiple channels and formats

• Translate briefs into clear, engaging and on-brand creative output that will drive the behaviour changes in UK audiences we need to increase player participation
• Use copy as a core part of your creative craft, developing everything from campaign concepts and headlines through to social, digital and longer-form brand content.
• Be a key player across our copy, from social posts to long form copy, across our portfolio of games, winners and good causes.

Collaboration & Team Working

• Work closely with our Creative Director, Senior Creative, Designers and Content Creators to shape and deliver ideas

• Collaborate with Strategy, Media, Production and Delivery teams to ensure work is insight-led and platform-appropriate

• Respond effectively to feedback, refining work to meet creative and brand standards

Brand & Quality

• Ensure all creative output aligns with The National Lottery brand framework and tone of voice

• Maintain high standards of craft, consistency and attention to detail

• Support the evolution of creative approaches as in-house capability grows

Delivery & Ways of Working

• Deliver work on time and to brief across multiple concurrent projects

• Support both planned campaign work and reactive, fast-turnaround activity

• Work efficiently within delivery processes and workflows

Learning, Development & Growth

• Continue to develop creative skills, craft and channel knowledge

• Stay up to date with creative trends, formats and platform best practice

• Support junior creatives/teams where appropriate

• Contribute positively to a collaborative, high-performance creative culture

What experience we’re looking for

• Experience working as a Creative in an agency or in-house environment

• Strong portfolio demonstrating creative thinking and execution across multiple channels

• Ability to develop ideas and bring them to life across different formats
• Strong copywriting and copy-craft skills

• Good understanding of brand-led creative and platform requirements

• Strong collaboration and communication skills

• Ability to work at pace and manage multiple pieces of work

• Openness to feedback and a desire to continuously improve

• Experience in regulated or brand-sensitive environments is desirable

Key Measures of Success:

To be successful in this role, you will:

• Deliver consistently strong creative work across campaigns and content

• Demonstrate solid creative thinking alongside reliable execution, with a deep understanding of what will motivate our customers

• Work effectively as part of a fast-moving team

• Contribute to improved speed and quality of in-house creative delivery

• Show progression in craft, confidence and creative judgment

About us

At Allwyn, we are dedicated to changing lives and growing the National Lottery responsibly, championing its positive impact on people, places, and the planet.

• Innovation - We pride ourselves on it! We’re constantly looking for new ways to excite our customers, bringing new products to market to enjoy which is all supported by our responsible play values and making them accessible to all.

• Giving back - Did you know that playing the lottery generates around £30m a week for charities and good causes in the UK? Our aim is to have doubled this number by the end of the first 10-year license.

• Sustainability - Our aim is to become a net zero national lottery. We have 2030 targets to decarbonise our operations and energy. We’ve already transitioned to renewable energy providers, made our London and Watford offices zero gas, and ensured our fleet consists of low-emission vehicles. In addition, we’re working with our value chain partners to develop a net zero target date.

• Empowering every voice - We believe in creating a culture where everyone feels they belong, can be themselves, has access to opportunities and can thrive for the benefit of good causes. Our diverse teams are working hard to make all parts of The National Lottery inclusive - whether people play a game in a store or online, because when everyone can play, everyone wins..

An inclusive reward offering with wellbeing at the centre

At Allwyn, inclusion is built into how we care for our people. Our benefits and policies support colleagues and their families at every stage of life and career. By prioritising wellbeing and belonging, we create a workplace where everyone feels valued, rewarded, and empowered to succeed. Our people are more than colleagues - they’re winners, driving positive change and making a real difference in communities.

Benefits

• Company Bonus Scheme

• Matched pension contributions up to 8.5%

• 26 days annual leave + 2 Life Days (and bank holidays)

• Single Private Health Cover

• Complimentary Private Medical

• Income Protection

• Flexible Benefits - EV Scheme, Money Coach, Will Writing, Mortgage Advice, Dental and Eye Care Schemes.

• Enhanced Family Leave (Maternity, Paternity, Adoption)

• Wellness Allowance £500

• Employee Assistance Programme

• Discounted Health Assessments

• Volunteering Days

• Matched Funding

We are a Disability Confident Leader which means we’ve taken proactive steps to ensure our workplace is accessible and inclusive for disabled and neurodivergent colleagues and candidates. As part of this we offer an interview to disabled applicants who meet the essential requirements of the job.

If you need any assistance or adjustments to this job description or in the application process, please contact a member of the talent team at [email protected] and we’ll be happy to help.