888.com calls ad pitch after Grey resigns account

Online gambling company 888.com has called a pitch for its £3m advertising account after incumbent Grey resigned the account.


The review comes just five months after the agency was awarded the business following a pitch against JWT, DCH and Joshua G2. The incumbent CHI & Partners declined to repitch.

It is believed that the breakdown in the relationship was a dispute over fees.

In April, Grey unveiled the first major campaign for 888.com since its appointment. It was a marketing push for its female-targeted bingo site 888.ladies.com.

The TV ads consisted of two 60-second spots and two 30- second executions, all of which feature comedy characters, or “Bingo Superstars”, that develop delusions of grandeur after winning at bingo.

Prior to Grey, CHI & Partners was awarded the ad account in October 2007, charged with launching a branding campaign, at the time thought to be worth up to £6m.

CHI was appointed to the business following the introduction of the Gambling Act which saw the deregulation of gambling advertising.

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