Red Brick Road has won the Gala Coral advertising account without a formal pitch. It is thought to be worth about £8m.
It is understood that the gambling operator decided against a full pitch, instead appointing Red Brick Road after a strong first-round meeting with the agency, which launched a year ago.
The agency will work across the whole business, spanning the consumer brands such as Gala Bingo, Gala Online Gaming, Gala Casinos and Eurobet. It is understood that the account will include strategic work, which will be overseen by Red Brick Road strategy director David Hackworthy.
It is the second time that Gala has reviewed its advertising in 12 months.
Marketing director Kate Howe called the pitch, which was being handled by The Haystack Group, in October.Vallance Carruthers Coleman Priest had been working on the business on a project basis since September 2005.
The appointment will not affect the £7m direct marketing account held by Tequila, or MediaVest Manchester’s handling of the media planning and buying.
The pitch follows a number of changes at Gala following its acquisition of Coral Eurobet for £2.18bn in October last year.
It is understood the company is keen to expand through further acquisitions.
Earlier this year, it made a £325m bid for 540 betting shops owned by Tote, which in turn is owned by the Government.