Sky appoints MBA to create new Sky Bet campaign
Sky has appointed MBA to work on a new integrated campaign for Sky Bet.
The campaign, to launch in March, will focus on driving usage and engagement and will run across the full range of channels including TV, press, digital, CRM and social media.
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.”
Content created with:
MBA: Where Digital & Direct Interconnect
We’re an independent agency based in London, Miami and Brighton. We drive commercial success for our Clients by applying Brand Action™, joined-up data, creative technology and content frameworks to the way that people buy today – a digitally-fuelled, non-linear and dynamic ecosystem.
Solving problems starts with the data. Data informs our every action, and hones the effectiveness of the work.
In addition to the analysis of explicit and implicit data, joining up data pots is crucial for delivering a good customer experience across the purchase ecosystem. With access to data no longer an issue (with APIs etc), bringing it together meaningfully in a connected architecture becomes key. Connected data drives 'machine insight' - learning that is automatic, behaviourally driven and instantly actionable.
Connected Content Framework
We've developed a Purchase Ecosystem model to reflect the way people buy today. Inspired by Google's ZMOT, McKinsey's Purchase Loop, and our experience - the model helps us maximise the effectiveness of our content & communications. The model provides a framework for the role of both inbound and outbound communications, and it looks a bit like a snail.
Our range of services covers the entire ecosystem; from advertising, CRM and PR, to technology integration projects, PPC, SEO and user-friendly website design.
We believe in the power of ideas. We believe that creativity works. And we don't believe that 'brand' and 'response' communications are opposites; but rather that each nurtures the other.
Brand Action™ is where the art meets the science, where the ability to think creatively and with insight merges with data, technology and technique, to give the best of both worlds. Brand Action™ is having your cake and eating it.
Technology inspiring ideas inspiring technology. Technology can inspire a new direction for creativity. Likewise, creativity can spur advances or a pivot in technological development, or find new uses for existing tech. Brands must never stop thinking about how the creative, human and meaningful application of technology can provide motivating rational and emotional evidence to enhance conversion.
A Culture of Sharing
Ideas can come from anywhere, so we encourage creativity across the agency, often briefing everyone when solving big problems. Creative technology briefings keep us up to date, and keep interesting ideas flowing to our clients.
We invest in our people, and recently won Gold accreditation in the IPA's CPD programme for the 2nd year in a row. We like to give back to the industry and nurture the next generation of talent, with work experience opportunities and paid internships throughout the year.
Results & ROI Focus
We align our objectives with those of our clients - finding success together, and celebrating when they do. Restless to make our work even better, we're constantly monitoring the numbers and looking for improvement in ROI or other KPIs. We focus on awards that recognise effectiveness, and are thrilled to have recently won a Silver IPA Effectiveness Award. Payment by results is not only offered, but actively sought.
MBA is heavily involved with the #IPASocialWorks finding that elusive social ROI measurement.
MBA has an open culture defined by collaboration and nurturing talent. We share ideas and keep in the loop with each other as an agency via the online forum Slack, weekly Assemblies and monthly Creative Tech seminars. The MBA Academy offers paid internships and creative placements throughout the year, and we were awarded Gold for Continuous Professional Development by the IPA. Proud to be included in ‘The Best Companies To Work For’ report 2014, the creation of #MBAGoodTimes has also somehow led to there being an official agency burger league table.
We take an active role in industry thought leadership, and our team regularly contribute opinion pieces and essays to both trade and national media. As Chair of the #IPASocialWorks cross-industry initiative we are seeking to define best practice in social media measurement. Part of the UK Trade & Investment High Value Opportunities programme, we also play a key role in flying the flag for British creativity abroad, as well as at home in the UK.