4/19/2012 :  RANK TAKES ON NEW CREATIVE AGENCY
 
Marketing activities increase ahead of major betting opportunities
 
Rank Interactive's Blue Square online betting arm has appointed a new creative agency to handle its GBP 4 million account according to CampaignLive.
 
The firm hired the Arnold KLP agency following a pitch as part of a long-term strategic plan.  The agency's creative will focus on Blue Square's racing and football online betting service using a multichannel approach surrounding the UEFA Euro 2012, Glorious Goodwood horse meet and the London 2012 Olympic and Paralympic Games.
 
Hill+Knowlton Strategies (H+K) was chosen as the winning pitch from three agencies by Blue Square to handle the firm's consumer communications that aims to position the business as a ‘no-nonsense' approach to betting.
 
H+K Sports has additionally been tasked to grow awareness and presence of the brand across all its offerings covering both on and offline activity.
 
Parent company Rank Interactive appointed Aegis Media's Carat agency  to handle its media planning and buying account.
 
In related news, UK bookmaker Coral has reportedly begun approaching agencies with regard to developing a major brand campaign that will cover its bookmaking, bingo and casino businesses.