Gambling site hunts for creative agency

InterCasino.com, the UK's oldest online gaming site, is looking for an agency to handle its creative account.

The winning agency will be briefed to create the gaming site's first-ever TV campaign, following changes to legislation that will allow gambling ads to be broadcast on television from September.

The company is looking to build its brand and presence in what is set to become a crowded market once the law comes into force. The work will focus on 20-second TV ads to appear on channels that include More4, Sky Sports and Sky Sports News. The winning agency will also need to translate the campaign to radio and other media.

Founded in 1996, InterCasino.com offers international language versions of the site in France, Spain, Germany, Italy and Japan.

In March this year, the Committee of Advertising Practice and the Broadcast Committee of Advertising finalised changes to the rules governing ads by allowing betting shops, casinos and online gaming sites to advertise on TV.

However, ads must not encourage socially irresponsible behaviour, appeal to children, be linked with seduction, or suggest that gambling can be a solution to financial concerns.