Betting has ballooned into a huge advertising category in the UK thanks to bets on football via mobiles. Even BBH has entered the lists of behalf of Ladbrokes. Sky Bet spends a whopping £17m a year.
TV company Sky is the biggest single brand advertiser in the UK so a place on its roster is extra-valuable.
Sky Bet marketing director Rob Painter, who joined the company last year, says: “We wanted an agency who could act as a true strategic partner and marry the complexities and speed of our business with exciting brand thinking – mcgarrybowen showed that they could deliver this and much more.”
Mcgarrybowen CEO Rick Hirst says: “We’re thrilled to have been appointed by such an innovative and ambitious brand in such a dynamic and fast-paced category. We’ve got plans to shake up this market with Sky Bet’s unique mix of sporting heritage and betting credibility.”