Unibet splits with Nordic ad agency
Marketing to be split between Burson Conan & Wolfe and Adon
Kindred Group’s Unibet brand has announced the end of its contract with Nordic-facing advertising agency Nord DDB.
According to sources at Unibet, the affiliation between the two ended unofficially at the start of 2019, however no formal announcement has been made.
Nord DDB were initially recruited by Unibet to conduct its advertising for the FIFA World Cup in the summer of 2018.
The operator has chosen not to replace Nord DDB with a new agency, splitting responsibility for all marketing between two of its other existing partners; international ad agency Burson Conan & Wolf and media agency Adon, which will focus on the Swedish market.
At present, Unibet’s automated external marketing is handled by Suzumuchi, a Danish agency owned by Kindred Group, and this will continue under the new structure.
Parent company Kindred Group were recently highlighted as being the second largest advertiser in Sweden, with the company spending more than SEK985m (£82.6m) on ads in 2018.
In February, Unibet announced a multi-channel advertising campaign with a responsible gambling theme featuring Unibet brand ambassador and New York Rangers goalkeeper Henrik Lundqvist advising players to gamble responsibly.
The industry has since been warned to reduce marketing levels in Sweden or face government-imposed restrictions.
Unibet and Kindred would not officially comment further on the development when approached by EGR.