Codere appoints Shackleton to lead brand overhaul for Spain and Mexico

Grupo Codere has confirmed the appointment of Shackleton as its new creative marketing agency, as the Bolsa Madrid gambling group seeks to refresh its image within its home market of Spain, whilst expanding its public profile across the firm’s target South American growth markets.

Shackleton wins the multinational account following a competitive pitch undertaken by Codere during May in which the gambling group solicited agencies to draft ‘360 advertising campaigns repositioning its legacy brand to a global audience’.

Announcing Shackleton as new creative lead, Codere confirmed that it would imminently launch a new multimedia advertising campaign within Spain and Mexico, with its new creative concept to be rolled out to ‘other Latin American markets’.

A unit of Accenture Interactive, the digital media division of professional service conglomerate Accenture Plc, Shackleton is recognised as one of leading Spanish language marketing agencies – maintaining the € multimillion advertising accounts of UBER Spain, El Pais, Durex, EuroMillions and Max Factor.

Pablo Alzugaray, Shackleton CEO, stated: “There are few categories as vibrant as sports betting, and no brand in it is as dynamic as Codere. A huge honour and opportunity to contribute to the construction of its brand inside and outside of Spain.”

Shackleton takes control of Codere’s multinational advertising account as the Spanish gambling group restructures its operating units having been approved a further €250 million credit extension by its existing debt-holders – a transaction that saw Codere avoid bankruptcy.

Carlos González de las Cuevas, Marketing Manager at Codere, added: “At Codere we put creativity at the center of our communication and that makes us different in such a competitive sector. We are sure that together with Shackleton we will surprise all the players in Spain and Mexico with our next campaign .”

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