Cashcade Ltd, the online gaming company, has appointed UM London to deliver planning and buying expertise across the Foxy Bingo and Cheeky Bingo brands.
As part of an £8m deal, UM has also renewed Foxy Bingo’s successful broadcast sponsorship of The Jeremy Kyle Show on ITV. The deal covers all Jeremy Kyle shows and repeats, including Jeremy Kyle US over 12 months.
Ben Reilly, account director at UM London, said: “These are great brands to work with and we’re looking forward to seeing the impact that our insight, planning expertise and buying strength will have on the business."
Cashcade Ltd was the first company to bring online bingo to a mass market, via television advertising, and was first to develop the ‘free bingo’ concept to deliver high acquisition volumes.