After a media and creative review, the gaming group of Rank Interactive has picked Aegis’ Carat to handle their £7 million media planning and buying account. The gaming giant owns some of the most established gambling brands in the UK, including the online betting shop of Blue Square, the online bingo site of Mecca Bingo and the Grosvenor Casino brands. The review process started in late February and was handled by ISBA, but  Phil Gates the Marketing Director at Rank Interactive made the final decision.

The other two agencies shortlisted for the review process included Initiative and Omnicom’s PHD, but Carat probably had the upper hand, as their sister agency Vizeum is currently handling all digital planning and buying for Rank Interactive. Carat will now handle all the above-the-line buying business for Rank Interactive, which was previously handled in house. As part of the process, Rank Interactive are also looking for a PR agency and an advertising agency, both of which are yet to be named.

Even though no specifics were revealed, a large portion of the £7 million budgets is expect to go towards keeping Mecca Bingo in the upper echelon of online bingo sites, considering how competitive the bingo industry has become in recent years. As we previously reported here at Bingo Find, a large number of well known bingo brands have been appointing advertising agencies to handle certain marketing duties, as they try to branch out from their in-house teams. This way, bingo sites get to benefit from new ideas,  while agencies can use social engines to generate more interest and traffic for the site.

Since the start of the year, Jackpotjoy Bingo appointed Isobel to handle their £5 million advertising account, Virgin Bingo has given its a half a million pound media account to ABF Pictures and Costa Bingo is looking for an agency to handle their £1.5 million ad account.