St. Luke’s, the ten-year-old independent creative agency based on Duke’s Rd. in London’s Bloomsbury district, is celebrating after winning both the Mecca Bingo advertising account and the Grosvenor Casinos account following two separate pitches. The former pitch was fiercely competitive and was handled by AAR, while the latter was overseen by ISBA. The combined portfolio for the two Rank Group brands is worth £6 million, with the Mecca Bingo account worth £4 million and the Grosvenor Casinos account worth £2 million. St. Luke’s has previously worked with Gala Bingo in 2013 by creating 30 second TV spots for their Coronation Street themed games.
We first reported the news that the Rank Group was looking for a new creative agency back in late October 2014 when Isobel was handling their projects on an ad-hoc basis.
Mecca Bingo offers bingo and slot games which are accessible via desktop and mobile, while it also offers a number of their games through their 96 clubs available across the UK. The agency has been tasked with creating a TV and digital campaign set to launch in the spring of 2015. On the other hand, St. Luke’s will have their work cut out as they try to build brand awareness and grow the online gaming business for Grosvenor Casinos in an immensely competitive and saturated market. Work for Mecca will start right away, while there were no details if the work for Grosvenor would take a backseat to that of the bingo brand.
Paul Meadows, head of brand at Mecca, said that one of the reasons that led to the selection of St. Luke’s was their ability to understand both digital and retail and how to combine those with brand thinking. Tina Martin, head of brand and communications at Rank Group, said that the shop is the right fit to help them generate digital market share, while making sure that the brand does stand out and resonates well with their audience.