McCann Connected has won a competitive pitch to be the integrated digital agency for The Football Pools.

It will assume responsibility for customer acquisition across all its digital channels, as well as SEO, social and paid media campaigns. There will also be a conversion rate optimisation programme to enhance all of its existing digital platforms.

“The Football Pools is part of the cultural fabric of British life and we’re aiming to ensure it has much greater relevance to new audiences who’ve grown up in the world of the Lottery, online betting and fantasy football,” explained Graham Todd, group account director for McCann Connected.

McCann Connected was set up earlier this year, following a restructure of McCann Manchester.

“The McCann Connected team showed real insight and understanding of our challenges and audiences and coupled it with real digital know-how to show us how we can drive growth and innovation across our business. We’re looking forward to working with the team to further raise the profile of our iconic brand,” added Nick Mounteer, director of marketing and operations at The Football Pools, which is part of Sportech PLC.