Sky Bet hires new creative agency in multi-million pound deal
London-based agency Who Wot Why replaces Mcgarry Bowen after winning a three-way pitch for the account
Sky Betting & Gaming (SB&G) has appointed Who Wot Why (WWW) to replace Mcgarry Bowen as the operator’s new creative partner in a multi-million pound deal.
WWW won a three-way pitch for the ad account and will also work alongside Bountiful Cow, which will handle communications planning, and MediaCom, which is in charge of media planning and buying.
The agencies will be focused on delivering fully-integrated campaigns for the sportsbook brand’s ‘Making Betting Better’ creative, including but not limited to TV advertising.
“These days, businesses like ours need much more than just a creative or ‘advertising agency’ to help them get their message across to customers,” Michael Afflick, SB&G’s head of brands, said.
He added: “We have big plans and are excited to partner with a bunch of people who just get it.
“Together with MediaCom and Bountiful Cow, this will be a real team effort to join all of the dots required to do great work.”
Sky Bet is WWW’s first fully retained client having previously worked on TV, CRM and social media campaigns for the operator’s free-to-play games, Sky Sports Fantasy Football and Super 6.
WWW’s co-founder, Ben Walker, said: “Sport. Betting. A brand that’s absolutely smashing it at the moment. And decent people running it. What’s not to like? Sky Bet have huge plans and I’m absolutely chuffed that we’re part of them.”
In related news, earlier this week SB&G also announced a three-year deal to become the official betting and gaming partner of the Yorkshire County Cricket Club.