SBC News Voice of the Sports Betting Industry
Sky Bet has announced that Grey London has won its agency pitch to become the creative lead of its multi-million-pound UK advertising account.
The appointment sees Grey London replace incumbent Who Wot Why as lead creative agency of Sky Bet – a position held since 2018.
Winning the account, Grey London will be tasked with “developing a long-term strategic brand platform for Sky Bet to help set the future direction of the business and cement its position in the betting market”.
Leigh Peacock-Goodwin, Sky Bet’s Head of Brand Marketing, said: “We’ve got a bright and busy future ahead of us and we needed an agency partner who can help us chart this next, exciting stage for Sky Bet, and that’s who we’ve found in Grey.”
The agency switch comes as UK gambling operators are required to follow stricter rules adopted by the Advertising Standards Authority (ASA) to limit the appeal of gambling ads to young and vulnerable audiences.
New rules applied to the CAP Code state that gambling adverts cannot use topflight footballers, athletes or social media influencers to promote products or services.
Sky Bet is the first gambling client to be managed by Grey London, which has led creative accounts for Volvo, Pringles, the United Nations (UN) and Pfizer.
Grey London, joint MD Jonny Tennant Price, remarked: “It’s rare for a client team to dedicate themselves so passionately and comprehensively to the role of the brand in transforming their business. In the next few months, we will be implementing a pioneering new brand strategy for Sky Bet that will lead to exciting new creative work.”
