Svenska Spel appoints Carat Sverige to complete its agency makeover

Svenska Spel has appointed Carat Sverige to serve as its lead media planning and buying advertising agency.

The appointment sees Sweden’s state-owned lottery and gaming operator complete its group-wide marketing review which begun in autumn of 2020.

Carat Sverige will replace incumbent OMD, taking over the responsibilities of executing the delivery of Svenska Spel’s multi-billion Swedish advertising account. 

“Sweden’s best media agencies participated in our procurement process. After an intensive review of competitors and careful evaluation, we now look forward to signing an agreement with Carat, which will be awarded a contract for media services” said Christina Kilström, Head of Sales and Marketing at Svenska Spel.

2021 will see Svenska Spel maintain one of  Sweden’s highest spend advertising accounts, as the lottery operator serves as principal sponsor of the Team SOK Olympic Athlete development programme for the Tokyo2021  Olympic Games.

A Carat Global European subsidiary, Carat Sverige currently serves as the lead Swedish media planning agency for IKEA, P&G, MasterCard and Coca-Cola.

Taking charge of Svenska Spel’s media strategy, Carat Sverige will be supported by Gothenburg-based Forsman & Bodenfors as lead creative account, and  Happy F&B serving as brand development agency promoting Svenska Spel’s goodwill fundraising initiatives. 

“We are incredibly proud that we at Carat have the confidence to become the advertising agency of Svenska Spel,” said Madeleine Jarehov, CEO of Carat Sweden.

“It is a fantastic achievement for the growth journey of Carat Sverige, where the strategic height and craftsmanship of our business excelled. We are now looking forward to starting a glowing partnership where we together in a responsible way continue our joint journey” 

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