Kindred Group selects Initiative Marketing as new UK media planning & buying lead

Stockholm-listed, European gambling operator Kindred Group Plc has awarded its UK media planning and buying account to London marketing agency Initiative UK.

The new agency will now lead the media strategy and execution for Kindred’s multi-million £ UK advertising account, across group brand portfolio of; Unibet, Stan James, Bingo.com and Maria Casino.

Part of IPG Media Brands, Initiative UK takes over Kindred’s media buying account from Goodstuff Communications. Marketing news source CampaignLive has detailed that Initiative won the Kindred pitch against Havas Media and the former incumbent.

Specialists in executing high coverage/ high impact media campaigns, Initiative UK has worked on top UK ad-spend accounts for the likes of Tesco and Travelodge.  

In recent months, an enlarged Kindred Group has restructured its marketing agency set-up. Last year the group appointed London agency Karmarama as its European creative marketing lead.

In 2017, Kindred Group has expanded its footprint within the saturated UK online gambling market acquiring Gibraltar-based 32Red Plc for a total consideration of £175 million, its biggest corporate acquisition to date.