Spark has been enlisted to encourage more media owners to form business partnerships with Million-2-1. The company already works with organisations including Channel 4, Emap and The Daily Telegraph, providing the companies with additional revenue streams via internet and mobile gaming.
The agency will also be working on ways to promote Million-2-1's reverse auction brand, How Lo?. The winner of this game is the bidder who makes the lowest unique bid for a product, such as a car.
Ian Milligan, the commercial director at Million-2-1 and a former sales and marketing director at Camelot, made the appointment. He said: "Spark showed a clear understanding of the issues facing our business and is providing solutions that add true commercial value."