Billington Cartmell expected to triumph in Game integrated pitch

Billington Cartmell has been tipped to win the £1.5m integrated ad account for retail chain Game. It is thought the agency scooped the business after a final contest against Cheetham Bell JWT.

WFCA was involved in the pitch, which was overseen by the AAR, at an earlier stage.

It is the first time the chain has appointed an agency to handle its integrated business. Earlier this year, it awarded its £2m digital account to Digitas, following a pitch against three undisclosed agencies and incumbent Twentysix London.

In July, the high street retailer announced that it planned to compete head on against its suppliers with the launch of its own-brand computer games (MW July 10). Tricia Brennan, UK and Ireland marketing director, said at the time that its aim would be to help drive differentiation on the high street and develop the retailer’s commercial offering.

Game has been expanding over the past year and, following the acquisition of two rivals, it now has over 1,160 outlets. The retailer bought UK video-game chain Gamestation for £74m in May last year, and acquired Gameswizards, the Australian video games specialist, in 2006.