Personal has won the £1m advertising account for Intercasino, which claims to be the world’s oldest online casino, following a four-way pitch. The Engine-owned agency will create a TV and press campaign to raise awareness of the brand.
Personal’s first campaign is due to break in September to coincide with the relaxation of the laws on gambling advertising. The campaign will run until December.
It is understood the campaign will run despite culture minister James Purnell announcing a review of the Gambling Act, which was passed in 2005, earlier this month. It is thought most gambling companies, including Intercasino, will continue with their plans until a concrete decision is made.
Personal managing partner Chris Ward says: “With the change in legislation, gambling will be one of the most exciting and challenging sectors to deliver work in, with everyone working towards a major marketing push.”
M2M has been appointed to handle Intercasino’s media planning and buying business.