Senet hands creative account to The Corner

The Senet Group, the new body set up by some of the biggest bookmakers in the country, has picked The Corner to create a responsible gambling campaign after a competitive pitch.

Paddy Power: part of Senet
Paddy Power: part of Senet

The Corner beat Grey London and Karmarama to win the business in a process handled by Oystercatchers. It will create a TV-led campaign to break in early 2015.

In addition to handling the creative account, The Corner will oversee Senet’s media planning and buying through its new media unit, Rumour, which will work in partnership with UM London.

Coral, Ladbrokes, Paddy Power and William Hill formed Senet to produce responsible gambling initiatives as pressure mounts for the Government to tighten regulation on the industry. Other bookmakers are expected to join the group.

In September, the Advertising Standards Authority banned a campaign that Ladbrokes had called the UK’s first responsible ad campaign for condoning an "irresponsible attitude towards gambling".

Senet is The Corner’s fourth new-business win in two months. The agency has also landed accounts from Omega Pharma and Historic Royal Palaces, as well as a one-off project for BMW.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published