PhillyInc

The Pennsylvania Lottery bills its mascot, Gus the groundhog, as the "second most-famous" groundhog after Punxsutanwey Phil. But Gus is certainly wealthier. The Lottery Commission on July 13 renewed its advertising contract with Gus – actually the Pittsburgh ad agency that created him, Marc USA. (See Advertising Week and the Pittsburgh Post-Gazette.) The Lottery's spokewoman, Chris Stambaugh, said the contract runs for four years, then has three optional one-year renewals. The Lottery spends about $32 million on advertising a year, or more than $200 million over seven years. The contract with Marc USA goes into effect next year.

At this level, Gus could be costing the state more than outfielder Pat Burrell costs the Phillies ($13.2 million) and quarterback Donovan McNabb costs the Eagles ($4 million) combined, according to ESPN.com and Fox Sports.com. Gus, though, seems to earn his keep. During the last fiscal year, lottery sales hit a record $3.07 billion, up more than $1 billion in the four years since Gus first entered the minds and maybe the hearts of Pennsylvanians. Sales of the instant tickets that Gus pitches hit a record $1.7 billion.

Advertising Week says Marc USA beat two other ad agencies for the contract. No names given. Perhaps one of them was Philadelphia-based Tierney Communications? Marc USA had taken over the contract in 2003 from Tierney Communications (founded by Brian P. Tierney, now CEO and publisher of the Philadelphia Media Holdings, which owns this blog.) Tierney Communications had challenged the 2003 decision, to no avail. The Post-Gazette reports that the firm says it's not going challenge the decision this time.

- Jonathan Berr