1/31/2012 :  SKY BET TO LAUNCH A NEW INTEGRATED CAMPAIGN
 
Campaign expected to run over all channels
 
On the back of a robust performance reported in BSkyB's half year results which included a strong result from Sky Bet, the firm has appointed creative agency MBA to create a new Sky Bet campaign.
 
The campaign will cover all channels TV, press, digital, CRM and social media with a focus on driving usage and engagement.
 
James Middlehurst, managing partner at MBA, said: “Sky Bet is one of the fastest growing betting companies in the UK and this is a great opportunity for us to work with the Sky brand and the rich heritage it already has in entertainment and innovation. Whilst the creative opportunity is huge there is also a real emphasis here on delivering hard results – so the brief felt perfectly suited to our agency’s philosophy of Brand Action.”
 
Edward Moss, marketing director for Sky Betting and Gaming, said: “Our aim is to make Sky Bet the number one destination for the leisure bettor. With Sky’s rich heritage in sports and entertainment extending this position into the betting and gaming arena feels completely natural. MBA have proved they can deliver the right balance of integrated ideas with the clients they currently work with and we look forward to working closely with them over the coming months.”