BlueSquare swaps CIA for MindShare in account U-turn

CIA Medianetwork has lost the pounds 6 million BlueSquare media account to MindShare, just months after winning the business in a pitch against the same agency.

CIA Medianetwork has lost the pounds 6 million BlueSquare media

account to MindShare, just months after winning the business in a pitch

against the same agency.



BlueSquare, an online betting shop owned by City Index, originally

handed CIA the business late last year but has now reversed its

decision.



An agency source suggested CIA was ’paying the price’ for axing former

managing director Alan Brydon and business development director Kevin

Shute. Both were involved in the pitch for BlueSquare but quit CIA in

January when chief executive David Wheldon initiated a cost-cutting

exercise.



But Kate Flanagan, who was appointed marketing manager at BlueSquare a

month ago, said the decision related to her arrival.



’There was never a signed contract with CIA. When I came in it

effectively became a pitch situation, and I decided to go with MindShare

because it had a brilliantly rounded offering.’



BlueSquare cannot use TV or radio because of gambling laws and it said

MindShare offered effective alternatives.



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