The agency pitched against Clemmow Hornby Inge, DDB London, TBWA\London and Delaney Lund Knox Warren for the work, with incumbent WCRS declining an invitation to repitch.
The pitch was overseen by Camelot chief executive Dianne Thompson, along with commercial director Phil Smith, director of marketing communications Jo Kenrick, player marketing controller Nicole Louis and group research manager Sarah Fryer.
AMV was tipped as the favourite to win the business, having been appointed to handle the account for Camelot's pan-European game EuroMillions in November last year. It was the agency's appointment to this business that prompted the wider review.
WCRS had handled the account for five years but some of its advertising, including a campaign fronted by comedian Billy Connelly, had been criticised amid falling ticket sales.
Phil Smith, commercial director at Camelot, said: "The National Lottery is one of the best known brands in Britain. Around 70% of the adult population still play at least one of our games on a regular basis."
He added: "The launch of our new EuroMillions game, together with the 10th anniversary of The National Lottery, means 2004 will be a milestone year for Camelot and The National Lottery. We look forward to working closely with AMV to create iconic advertising and build on the rock-solid sales achieved throughout 2003."
Media planning and buying, handled by the Media Planning Group and OMD, were not affected by the review.
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