Senet Group selects creative agency for debut ad campaign

The Senet Group has selected London-based creative agency The Corner to lead its responsible gambling advertising campaign next year and revealed it expects its membership to swell in the coming months.

Speaking to eGaming Review this morning, Ron Finlay, spokesperson for the recently formed UK self-regulatory group, said The Corner had won a “closely fought” pitch and had “nailed it best of all” with their take on a campaign designed to inform the public of operators’ responsible gambling efforts.

The agency will now work closely with the Senet Group and its founding members Ladbrokes, Coral, William Hill and Paddy Power, to launch the campaign which will be targeted at a younger demographic.

Finlay also revealed that representatives of its four founding operators had helped select The Corner and are to “contribute their own marketing talent” to the programme, which is set to launch in April.

The quartet formed the organisation in September and Finlay said it was actively talking to a number of other interested operators with a view to them joining the group.

The organisation aims to be fully operational by 1 January but has yet to appoint an independent chair with it recently bringing in Dame Janet Gaymer and executive head-hunter firm GatenbySanderson to lead its recruitment for the £100,000 a year role.

Finlay said applications would be welcomed until 21 November, and that it had already received a “number of interesting applications”.