Sky Bet has turned to Grey London to take the lead on its multimillion pound ad account.
The agency replaces Who Wot Why, which has worked with the Leeds-based operation since 2018.
“It’s rare for a client team to dedicate themselves so passionately and comprehensively to the role of the brand in transforming their business,” stated Jonny Tennant Price, Grey London’s Joint Managing Director.
“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.”
The agency will be working to develop a long-term strategic brand platform for Sky Bet, to “cement its position in the betting market.”
It will be Grey London’s first gambling client and the appointment comes after the Committee for Advertising Practice (CAP) introduced “tough new rules” on gambling ads.
These are aimed at safeguarding young people and vulnerable audiences and means gambling brands won’t be able to use prominent sports people, celebrities or social media influencers, which appeal to those under the age of 18.
As a result ads can’t feature top flight footballers, references to video game content or stars from reality shows popular with under-18s.
“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,” added Leigh Peacock-Goodwin, Sky Bet Head of Brand Marketing.
“Their strategic thinking, in particular, shone throughout the pitch process, and to go along with that, they’re just good people. We can’t wait to get started.”