FCA! stands to lose its pounds 5 million National Bingo Game Association (NBGA) account only 18 months after it won the business, following news that the body is talking to other agencies.
It is understood that the company is reconsidering the agencies on its old shortlist, which included Saatchi & Saatchi, D'Arcy, Young & Rubicam, Grey and BMP4. Paul Talboys, the chief executive of the NBGA, is thought to be overseeing the pitch process.
FCA! used Paul O'Grady's Lilly Savage character in its campaign, which was designed to advertise bingo's appeal to a new generation of players. The ads also promoted 'the national game', where individual bingo halls link up to play each other.
It was hoped the campaign would reverse the decline the bingo industry has suffered since the 1994 launch of the National Lottery. It tried to extend the game's appeal beyond its core 'blue rinse brigade'.
The campaign took advantage of a softening of advertising restrictions in 1997 that enabled bingo operators to advertise for the first time.
It was hoped that advertising would increase admissions by between 1 and 2 per cent.
Gala, the largest bingo operator in the UK with 172 clubs, endorses the NBGA campaign but also advertises separately through J. Walter Thompson Manchester.
Media for the NBGA, handled by Optimedia, is not thought to be affected by the review.