Gala Group, the bingo and casino operator, has appointed Leo
Burnett to its £5 million creative account.
Leo Burnett won the business after a pitch against two other
agencies.
The account was previously with Cheetham Bell JWT in Manchester.
Gala has spent £2 million on advertising in the past year, but is
looking to up its spend following the launch of Gala Casinos last month,
and deregulation across the gaming industry that will allow it to expand
into other areas.
Leo Burnett will develop press, poster, TV and radio advertising for
Gala across both its bingo and casino operations. Gala Casinos was
created following Gala's acquisition of 28 Labroke casinos from the
Hilton Group late last year.
Cheetham Bell JWT Manchester won the account five years ago after the
Government lifted restrictions on advertising spend for the bingo
industry.
Recent TV and press work has used the line "A night to remember" to
attract more women to its 166 bingo clubs.
Richard Sowerby, the Gala Group sales and marketing director, said:
"This is an exciting time for the group. We will be working closely with
Leo Burnett to manage our expansion across the gaming industry and
develop the brands."
Leo Burnett's chief executive, Stephen Whyte, said: "This is a fantastic
new-business win and a very exciting time for Gala. Deregulation has
levelled the playing field and, as category leader, Gala is very well
positioned to take advantage of this."
