Mecca Bingo has embarked on a search for a new creative agency that will handle their multi-million pound marketing account. If the past is any indication, the winning agency will be responsible for at least creating an advertisement that will be screened across terrestrial and paid channels in the UK. AAR – a London based marketing services consultancy that specialises in relationships between marketers and their advertising agencies – is handling the process. Mecca Bingo will hold chemistry meetings with potential advertising agencies in the coming weeks, followed by formal pitches and an appointment probably before the end of the year.
While Mecca Bingo is currently working with Isobel on a project basis, the New Cavendish Street based agency is not considered to be the incumbent. Their brief was to give the Mecca Bingo brand a dust off of their dull image and generate a substantial 15,000 new registrations. They came up with a 30 second advert that featured Dr Paula Legg in the Mecca Laboratory and a dancing cactus that promoted their ‘spend £10 on bingo play with £50’ new player bonus offer. It’s not clear if Isobel will be pitching to keep the account.
Mecca Bingo has never really retained an advertising agency in the past, but back in 2012, it did appoint Rainey Kelly Campbell Roalfe/Y&R with their £2 million ad account. The Hampstead Road based agency was responsible for integrating the brand’s message across online, offline (retail shops) and mobile apps. It’s never easy to please a FTSE 250 company, and the news come only two weeks after the Rank Group PLC announced a 3% increase in like-for-like revenues for their latest financial quarter, in line with management expectations. Mecca was up by a slim 1%, while total brand revenue are flat year-on-year. It’s also worth noting that Rank is currently looking for a new Managing Director for Mecca Bingo, as Mark Jones will become the new MD of Grosvenor Casinos.