Unibet owner Kindred picks Initiative for UK media

Kindred, the European online gambling company, has awarded its media planning and buying account to Initiative.

Unibet's 2016 campaign 'Luck is no coincidence', created by Karmarama
Unibet's 2016 campaign 'Luck is no coincidence', created by Karmarama

The IPG Mediabrands agency will work across UK-facing brands Unibet, Stan James, Bingo.com and Maria Casino. Nielsen figures show that the group spent £4.5m in the UK in 2016.

Initiative pitched against Havas Media and incumbent Goodstuff Communications.

Kindred reported profit before tax of £22.9m for the second quarter of the year, which includes the £2.6m acquisition of 32Red. In the same period last year, pre-tax profit was £15.4m.

Last year Unibet appointed Karmarama as its UK creative agency after a competitive pitch. The brand and Accenture-owned creative agency won the Grand Prix at the 2016 DMA Awards for "Luck is no coincidence".

James Temperley, head of broadcast at Initiative UK, said: "Like Initiative, [Kindred] boast a real people-focused business with a strong culture and a digital DNA, so we are confident that we will work extremely well together. They also have exceptionally strong brands in this very exciting and fast-paced field."

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