Senet Group appoints agency to produce responsible gambling campaign

Senet Group appoints agency to produce responsible gambling campaign

Friday, November 7, 2014 Totally Gaming

The Senet Group, a new self-regulation body set up by four of the UK’s biggest bookmakers, has appointed London-based agency The Corner to lead its new responsible gambling campaign.

The Corner will handle the body’s creative account after seeing off competition from Grey London and Karmarama in a process overseen by Oystercatchers.

The agency will now produce a television-led campaign, which is due to launch in early 2015 and will focus on promoting responsible gambling to people in the UK.

In addition, The Corner’s new media unit Rumour will work in partnership with UM London to oversee Senet Group’s media planning and buying activity.

The UK government is currently under pressure from various campaign groups to clamp down on gambling advertising in the UK, which has reached record levels in recent years.

The Senet Group has been established in an effort to demonstrate the leading bookmakers’ commitment to more responsible advertising.

Founded in September this year, the Senet Group comprises Ladbrokes, William Hill, Gala Coral and Paddy Power. The body represents a new voluntary self-regulation scheme and forms part of a wider commitment to ensure more responsible gambling advertising in the UK. Other bookmakers are expected to join the group over the coming months.

Ron Finlay, chief executive officer of the Senet Group, told that the new campaign will help to drive home the body’s commitment to responsible gambling advertising.

“We ran a rigorous pitch process and shortlisted three agencies,” Finlay told

“All were good and it was a close contest, but we decided that The Corner had the edge. They have great ideas and an excellent team. 

“The campaign is designed to help reduce problem gambling, by alerting people to what to watch out for as signs that gambling may be getting out of control. 

“Problem gambling has been falling, but every problem gambler is one too many.”

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