New Direction…Sky Bet appoints Who Wot Why London as new lead Creative Agency

Michael Afflick

Independent online gambling group Sky Betting & Gaming (SB&G) has confirmed the appointment of London agency Who Wot Why as its new lead creative for its Sky Bet UK brand.

The London agency wins the £ multi-million account following a reported three-way pitch to replace former incumbent Mcgarry Bowen.

UK media new sources report that Sky Bet marketing is seeking to create a more diverse engagement with its target audience, and has appointed Who Wot Why to align brand messaging and develop customer/viewer interactions across a number of new media verticals.

Speaking to CampaignLive UK Michael Afflick, Head of Brands at Sky Betting & Gaming, commented on the firm’s marketing direction “It’s all well and good having a fancy, smart TV ad but if that doesn’t carry through to social media, or to your product or to your CRM then it only does part of the job so how we execute the strategy has just become far more sophisticated.”

“We need to break the shackles off a little bit, and really evolve where we are.”

Further to the appointment of Who Wot Why as creative lead, SB&G has appointed Bountiful Cow as new communications agency. International marketing agency MediaCom has been retained as lead agency for all SB&G brand’s media planning and buying.


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