The Corner beat Grey London and Karmarama to win the business in a process handled by Oystercatchers. It will create a TV-led campaign to break in early 2015.
In addition to handling the creative account, The Corner will oversee Senet’s media planning and buying through its new media unit, Rumour, which will work in partnership with UM London.
Coral, Ladbrokes, Paddy Power and William Hill formed Senet to produce responsible gambling initiatives as pressure mounts for the Government to tighten regulation on the industry. Other bookmakers are expected to join the group.
In September, the Advertising Standards Authority banned a campaign that Ladbrokes had called the UK’s first responsible ad campaign for condoning an "irresponsible attitude towards gambling".
Senet is The Corner’s fourth new-business win in two months. The agency has also landed accounts from Omega Pharma and Historic Royal Palaces, as well as a one-off project for BMW.