krow won the business following a competitive pitch process that also involved BJL, Fallon, and iris. The previous incumbent was mcgarrybowen.
The agency’s first task is to create a campaign, breaking in February, to bring the Sky Vegas brand to life and establish the online casino as the leader in a competitive category by emphasising its “experts in the unexpected” positioning.
krow’s initial work, which will launch an ongoing creative vehicle to showcase the Sky Vegas brand across all channels, is expected to run on TV, digital Out-of-Home, digital, and social.
Sky Vegas, part of Sky Betting and Gaming, offers a range of online casino games including roulette and blackjack.
Barry Cook, founder at krow said: “This is a crowded market where cut through is vital and ideas are in short supply. Our new campaign works across all channels and aims to build a unique and category leading positioning for Sky Vegas.”