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
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
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.