UK AGENCIES PITCHING FOR GBP 10 MILLION ADVERTISING ACCOUNT

6 June 2008

Sportingbet searching for pan European capability in a media agency


The London-listed online gambling firm Sportingbet is currently searching for the right media agency with digital experience to handle its GBP 10 million media planning and buying account.

Ed Luck, who joined the company as European marketing director earlier this year from Orange (see previous InfoPowa report) is handling the project, and has engaged the Creative Brief company to conduct an agency search.

The successful company will have the responsiblity for media matters concerning top Internet gambling websites like Sportingbet.com and Paradisepoker.com.

The group allocates some 85 percent of its marketing budget to online activities, mainly customer acquisition, and hopes to expand its global business to replace opportunities in the Unites States lost due to the Unlawful Internet Gambling Enforcement Act. Apparently the main effort is concentrated on the United Kingdom, although other European markets are also to receive attention, including Italy, Germany and France.

Sportingbet's current media strategy is believed to be focused on below the line advertising using several different UK agencies, and the new initiative will probably not impact the multi-million pound efforts of these companies.

Online Casino News courtesy of InfoPowa