Gamesys Group has tapped Isobel to handle Jackpotjoy Bingo’s £5 million advertising account, giving the independent, London based shop the UK’s biggest spending online bingo marketing account. After a lengthy review that started back in October 2011, Isobel beat out a trio of shops, including M&C Saatchi, DRAFTFCB and Creature.

Longtime incumbent, Beta, which handled the account since 2009 and was instrumental for launching the very successful advertising campaign that includes Barbara Windsor as the Queen of Bingo declined to participate in the review. Oystercatchers, the London based search consultancy, handled the pitch review. The media planning and buying for the Jackpotjoy Bingo brand handled by WPP’S Maxus will be retained by the agency.

The scope of the work includes the creation of an advertising campaign for both TV and online to be launched in April 2012. “We have been tremendously impressed with Isobel’s creativity and its shared ambition for the brand,” said Michael Saunders, Managing Director of Jackpotjoy.

Isobel is the only agency to have previously worked extensively on a gaming account, handling Inter Casino’s £3 million integrated advertising account. The aim of the campaign was to build superior levels of customer loyalty and greater interaction with the brand. Another campaign last year included TV ads, digital, press and social media in order to help launch the new Inter Casino website.

“Jackpotjoy is a great brand and we’ve got some cracking creative campaigns up our sleeve. We look forward to a successful long-term relationship,” Chief Executive of Isobel Paul Houlding said in a statement.

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