Everett Williams

Director of Advertising & Marketing, Florida Lottery

Published August 19, 2025

As the Director of Advertising and Marketing for the Florida Lottery, Everett Williams has played a pivotal role in shaping the Lottery’s brand and public perception. A significant achievement under his leadership has been the launch of the new tagline and brand strategy, "it's good fun." This initiative, which redefined the Florida Lottery's approach to engaging with its audience, was the result of a comprehensive, forward-thinking effort to reposition the organization in a way that would resonate more effectively with the public, boost ticket sales, and strengthen the overall brand image.

The idea for a new brand strategy arose from the Florida Lottery’s desire to modernize its image and make it more relatable to a diverse demographic. With competition from other forms of entertainment and gaming, the Lottery recognized the need for a fresh, compelling message that would distinguish it from other options in the market. Under Everett’s leadership, the team embarked on a deep analysis of customer insights, market trends, and the core values of the Florida Lottery to create a campaign that would not only drive engagement but also communicate the fun, excitement, and potential rewards of playing the Lottery.

Everett took on a central role in the execution of the strategy. He led the creative direction, coordinated with multiple stakeholders, and worked closely with the Florida Lottery’s advertising agency, PPK, to develop and launch “it's good fun." This new messaging was designed to emphasize the joy and entertainment of playing the Lottery, without overshadowing the seriousness of its mission to benefit public education in Florida. Everett’s strategic leadership helped bring this vision to life, resulting in an impactful multichannel campaign, spanning the entire state.

The campaign has successfully reconnected the Florida Lottery with its customers by showcasing the excitement and positivity of playing, leading to increased engagement and driving ticket sales.

For Everett Williams, the success of the launch represented a significant personal achievement in his career. The project allowed him to further refine his skills in brand development and strategic marketing while also demonstrating his ability to lead cross-functional teams to execute complex initiatives. The positive response to the campaign not only contributed to the Florida Lottery's growth but also reinforced Williams' strength as a forward-thinking leader and a key influencer within the organization, further showcasing his ability to drive change and foster innovation.