UM London, the media communications agency located in Clerkenwell, has fended off other agencies in a competitive situation to land £8 million worth of planning and buying for Cashcade Ltd. The company is the owner of some of the most popular bingo brands in the United Kingdom, including the likes of Foxy Bingo and Cheeky Bingo. The independent media agency Concord was the incumbent shop who lost the multi-million pound account, while The Biscuit Agency continues to be the creative shop on record.

As one of its first orders of business, UM London has renegotiated Foxy Bingo’s sponsorship of The Jeremy Kyle Show on ITV, a tradition that goes back since 2008. The sponsorship is a little bit more diverse than other years, as it covers all original episodes as well as repeats, but it also includes Jeremy Kyle US across ITV1 and ITV2. Overall, the deal consists of more than 1,000 episodes across 12 months. Cashcade Ltd was one of the pioneers in the UK, as it brought online bingo to the masses thanks to some memorable TV campaigns, while Foxy was one of the first brands to offer free bingo games in order to acquire high acquisition volumes to their website.

The appointment of a new media agency comes at a time that the UK Government is launching a review that might see them tighten the gambling advertising rules. The restrictions might be on the content and scheduling, as a recent report criticizes that children are exposed to gambling ads. Moreover, the Gambling Commission will check if such terms as ‘bonus offers’ and ‘free bets’ comply with their marketing terms. This is a major win for the Labour party as it tries to amend the Gambling Bill. We will keep you posted with all the updates as we get them.