<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6a02fe2569896a64fc3cd5d0_health-lottery-x-26pmx-banner-68efac285ecd2145661253.jpeg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>News</span> <h1 class="gn-title"><em>Pitch Win:</em> The Health Lottery Appoints 26PMX as Lead Media and Performance Partner</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>1 October 2025</span> <span class="pip"></span> <span>2 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">UK-based not-for-profit lottery operator The Health Lottery has appointed integrated media agency 26PMX as its new lead digital media and performance partner, following a competitive search and selection process managed by The GO Network.</p> <h2 class="gn-reveal">The Search</h2> <p class="gn-reveal">With increased pressure from major and emerging lottery brands, The Health Lottery was seeking a strategic agency partner to drive sustainable growth in paid digital channels while evolving its brand presence with both loyal and new audiences.</p> <p class="gn-reveal">The GO Network worked with <strong>Carly Troullis</strong>, Head of Marketing, and the wider team to define a brief focused on creative and media integration, deeper customer insight, and performance uplift across acquisition and subscription streams.</p> <p class="gn-reveal">The ideal partner needed full-service digital capability across strategy, media planning, buying, and creative. Proven success in managing paid social, search, YouTube, and affiliate channels was essential, along with a clear understanding of compliance in regulated sectors. Experience in scaling performance for gaming or entertainment brands was also a key consideration.</p> <blockquote class="gn-blockquote gn-reveal">"Working with The GO Network has been a really positive experience. The team are proactive, knowledgeable, and took the time to understand our needs, consistently connecting us with agencies that were the right strategic and cultural fit. The process felt efficient and well-managed from start to finish, and our Brand Partnerships Manager was incredibly supportive throughout. The quality of the shortlisted agencies was strong, and we ultimately appointed a partner that not only understood our objectives but brought a strategic and creative approach aligned to our long-term goals. They also felt like a great cultural fit, which was an important part of our decision."<cite>Carly Troullis · Head of Marketing, The Health Lottery</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa2c4d37b4c6372bce37e1_cd05969214e4-blog-banner-everyday-68efab36eb5f6921618092.png" alt="The Health Lottery appoints 26PMX as lead media and performance partner"></div> <figcaption>The Health Lottery appoints 26PMX as its new lead digital media and performance partner.</figcaption> </figure> <h2 class="gn-reveal">The Appointment</h2> <p class="gn-reveal"><strong>26PMX</strong>, part of digital agency 26 and performance group MSQ, will now lead The Health Lottery's paid digital strategy across 2026.</p> <p class="gn-reveal">The agency will manage planning, media buying, and creative execution, with a focus on unlocking new customer segments and driving sustainable ROI through methodical testing, performance data, and platform innovation.</p> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">+30<em>%</em></span><span class="gn-stat__label">Target growth in Pay-As-You-Play game revenues.</span></div> <div class="gn-stat"><span class="gn-stat__num">+5<em>%</em></span><span class="gn-stat__label">Target growth in subscription sign-ups.</span></div> </div> <p class="gn-reveal">The retained partnership will support The Health Lottery's goal to grow Pay-As-You-Play (PAYP) game revenues by over 30%, and subscription sign-ups by 5%, while also introducing improved audience journey frameworks and creative testing strategies.</p> <aside class="gn-quote gn-reveal"><q>This was a detailed and high-stakes brief with performance at its core. The Health Lottery team had a clear ambition to evolve how they operate in digital, combining insight-led planning with creative agility and data-backed decisions.</q><cite>Darren Harsley · Head of Brand Partnerships, The GO Network</cite></aside> <blockquote class="gn-blockquote gn-reveal">"10/10 - the brief was super clear, detailed, and the process allowed us to build genuine client connection. This opportunity really aligned to our capabilities."<cite>Liam McNally · Managing Partner, 26PMX</cite></blockquote> <blockquote class="gn-blockquote gn-reveal">"We were proud to support a focused process that matched them with agencies who could deliver on all fronts, and 26PMX impressed with clarity, energy, and a clear roadmap for growth."<cite>Darren Harsley · Head of Brand Partnerships, The GO Network</cite></blockquote> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/pitch-win-vetoquinol-appoints-vega-as-integrated-digital-partner-across-uk-brand-portfolio" class="gn-related__link"> <span class="gn-related__category">News</span> <span class="gn-related__title">Pitch Win: Vetoquinol Appoints Vega as Integrated Digital Partner Across UK Brand Portfolio</span> <span class="gn-related__excerpt">The GO Network structured the agency search that matched Vetoquinol with Vega to lead paid media, SEO, influencer, and UX across its UK pet </span> </a> </li> <li class="gn-related__item"> <a href="/articles/pitch-win-the-health-lottery-select-realtime-agency-for-new-lead-media-and-creative-partnership" class="gn-related__link"> <span class="gn-related__category">News</span> <span class="gn-related__title">Pitch Win: The Health Lottery Select Realtime Agency for New Lead Media and Creative Partnership</span> <span class="gn-related__excerpt">Realtime Agency wins lead media and creative partner role for Health Lottery, securing paid media and creative AOR status after a three-way </span> </a> </li> <li class="gn-related__item"> <a href="/articles/pitch-win-talktalk-business-appoints-athlon-to-lead-website-ux-overhaul" class="gn-related__link"> <span class="gn-related__category">News</span> <span class="gn-related__title">Pitch Win: TalkTalk Business Appoints Athlon to Lead Website UX Overhaul</span> <span class="gn-related__excerpt">The GO Network managed the agency search that landed Athlon a UX overhaul brief from TalkTalk Business after a competitive pitch process.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/loop-cashmere-appoint-cedarwood-digital-for-online-media-strategy" class="gn-related__link"> <span class="gn-related__category">News</span> <span class="gn-related__title">Loop Cashmere Appoint Cedarwood Digital for Online Media Strategy</span> <span class="gn-related__excerpt">Agency pitch win secured through The GO Network as Loop Cashmere finds its digital partner fast using a vetted, competitive process.</span> </a> </li> </ul> </aside>