Foxy Bingo to rebrand this year
Marketing agency Partners Andrews Aldridge tasked with developing new branding for bingo operator
Foxy Bingo is set to undergo a rebrand later this year after the operator called in marketing agency Partners Andrews Aldridge to develop an entirely new brand design.
The rebrand comes as Foxy Bingo looks to stave off competition from new market entrants after a host of new bingo operators spent big in an attempt to gain traction in the crowded online bingo sector.
Gaming Realms, owned by former Cashcade founders Simon Collins and Patrick Southon, spent an undisclosed seven-figure sum to establish its new Bingo Godz brand, while BGO Entertainment spent £12m on a new Costa Bingo marketing campaign involving former Spice Girl Melanie B.
“We’re firm believers in connected, and sometimes provocative, ideas to lever success and we’re bringing our expertise in this to bear on Foxy Bingo’s current digital experience to boost its popularity even further,” Polly Jones, managing partner at PAA, told advertising publication The Drum.
The news comes a week after it was announced that Cashcade, owners of the Foxy Bingo and Cheeky Bingo brands, had selected creative agency UM London for an £8m media planning and buying contract.
The deal included the renewal of Foxy Bingo’s sponsorship of ITV’s the Jeremy Kyle Show, which has had an advertising relationship with the bingo operator for the past six years.
PAA is a sister agency of marketing firm WCRS, which was selected by Betfair to assume control of its creative and digital media accounts in May last year.