Sky Bet turns to Who Wot Why for creative edge

Sky Bet turns to Who Wot Why for creative edge

Tuesday, June 20, 2017 Posted by Luke Massey
Sky Bet has become the London agency’s first fully retained client

“What’s not to like?” That was the message from Who Wot Why (WWW) co-founder Ben Walker after his London-based agency was appointed as Sky Bet’s creative partner for 2017/18.

With WWW, Mediacom and Bountiful Cow, Sky Bet has formed a “collaborative team”, bringing creative, communications and effective media buying together with its internal teams to deliver fully integrated campaigns focused on driving the brand message ‘Making Betting Better’.

WWW secured the creative partnership after a three-way pitch to replace Mcgarry Bowen, who worked with the Leeds-based online operator on successful TV, CRM and social media campaigns for their free-to-play games, Sky Sports Fantasy Football and Soccer Saturday Super 6 last summer.

Michael Afflick, Sky Betting and Gaming Head of Brands, said: “Who Wot Why will be a partner to Sky Bet, not a just a creative agency. These day’s businesses like ours need much more than just a creative or ‘advertising agency’ to help them get their message across to customers.

“We have big plans and are excited to partner with a bunch of people who just get it. Together with Mediacom and Bountiful Cow, this will be a real team effort to join all of the dots required.”

Who Wot Why co-founder Ben Walker added: “I couldn’t be happier. Sport. Betting. A brand that’s absolutely smashing it at the moment. And decent people running it. What’s not to like? Sky Bet have huge plans and I’m absolutely chuffed that we’re part of them.”

Totally Gaming says: It has been a design-focused week for Sky Bet, as they followed the appointment of a new creative partner by announcing a new five-year lease to extend its presence at the Electric Works – the company’s design hub in Sheffield. By employing 160 more people and delivering a new creative edge via WWW, Sky Bet believes it is ‘Making Betting Better’.

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