Gaming operator Gala Leisure is reviewing its £7m below-the-line advertising account with a view to consolidating the business into one agency.
The company has shortlisted three agencies for the contract: Poulter Partners, Triangle and Tequila. Poulters is one of the three incumbent agencies on the company’s roster, which also includes WWAV Rapp Collins and sales promotion agency Ignes.
Gala sales and marketing director Richard Sowerby says the company wants a single, full- service agency to handle all sales promotion and direct marketing activities. The company spends the lion’s share of its marketing budget below-the-line. Above-the-line is restricted in certain parts of Gala’s business, such as the casino market.
The review will not affect the company’s media account, which is handled by MediaVest, or its advertising account, held by Frame Cunningham. Gala has also worked with Leo Burnett, although that account has been dormant since last year.
Gala is one of the largest gambling operators in the country with about 166 bingo clubs and 30 casinos.