Jackpotjoy kicks off £5 million ad review

Jackpotjoy, the online gaming and bingo site, is looking for an agency to handle its £5 million advertising account as it eyes expansion into international markets.

Jackpotjoy: seeks advertising agency for international exposure
Jackpotjoy: seeks advertising agency for international exposure

The brand has appointed Oystercatchers to handle the process. The intermediary is contacting agencies ahead of a pitch process that is expected to conclude by December.

Beta has been the incumbent on the account for the past two years. However, the agency will not repitch for the business, stating that it would not be able to help the brand grow outside the UK.

Garry Lace, the founder of Beta, said: "We want to concentrate on our growing domestic client base so very reluctantly decided not to repitch."

After winning the account in July 2009, Beta introduced a brand campaign for Jackpotjoy starring the former EastEnders star Barbara Windsor.

The initial TV ad saw Windsor play the "Queen of Bingo", holding court over a game of bingo in a lavish hall.

Lee Fenton, the chief operating officer of Jackpotjoy’s owner, Gamesys, said: "The time is right to review our agency. We have grown up fast and need an agency to take us to the next stage of international growth."

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