Gala Sought ‘Fresh Outlook’ in £13m Antidote Ad Account Switch

Gala Bingo
source: moreaboutadvertising.com

London-based advertising agency Antidote has been awarded the advertising account for Gala bingo and Gala spins, ending a seven-year association with ad agency Cravens.

The advertising account believed to be worth £13 million will see Antidote, whose clients include Mazda and the British Olympic Association, oversee new integrated brand campaigns for Gala Bingo and Gala Spins, both of which owned by parent company GVC Holdings (LON:GVC).

Antidote will work on campaigns staring this month which will include TV, digital and social media, alongside the brand's sponsorship of The Chase on ITV and of Australian soaps on Channel 5.

Karina Adrian, Head of Brand at Gala Bingo said of the change in Advertising partner:

“From our first meeting Antidote got us and our vision for both brands. We’re looking forward to working with them to really disrupt the marketplace and take both brands to the next level.”

Seven Year Itch?

In what was apparently a very competitive pitch in which Cravens repitched for the account.

BingoDaily asked Gala why they left Cravens and whether it was a case of the famous seven-year itch. A spokesperson for Gala Bingo exclusively told BingoDaily:

“We have had a great relationship with Cravens and we’ve seen some really amazing results over the years, but it felt time to do something different and move forward with a fresh outlook on our activity”

“A Lot Coming Up for Gala”

When asked if Gala could shed any light on their plans and what we can expect from the upcoming campaigns, the Gala spokesperson revealed to us:

“At this point we are still in the planning stages so can’t reveal too much right now, but we have a lot coming up for both Gala Bingo and Gala Spins this year.

We’ll be working across all channels. Above the line TV marketing still holds a significant place, but we recognise that our audiences now consume media in different ways. We want to engage them on different levels, with a strong digital and social strategy to support our TV campaigns.”

ᐧAntidote ECD said of the Gala switch:

“Gala Bingo is a special brand with a mighty ambition, Gala Spins is a new player ready to mix things up. Together, they amount to a huge and exciting creative opportunity.”

BingoDaily approached Cravens for comment but failed to get a response.

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