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Sky appoints MBA to create new Sky Bet campaign


By The Drum Team, Editorial

January 30, 2012 | 2 min read

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.”


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