Amaya, which owns PokerStars, has hired CP&B to be the lead creative and strategic agency for its new sports book, BetStars. CP&B won the brief after a competitive pitch, run by Amaya internally, against three other agencies.
The estimated £10 million campaign for the brand will launch in the coming weeks and will run in the UK and several other European countries.
CP&B’s UK and international chief executive, Richard Pinder, said: "It is rare to be in at the start of such a journey for a brand, to help establish it and build the foundations for future success. We couldn’t be more delighted to be partnering with BetStars for this launch".