OMD UK has been appointed as LeoVegas Group’s media agency of record, chosen through a competitive selection process.
- The media account will be orchestrated from OMD’s offices in Newcastle and London, aligning with LeoVegas’s regional interests.
- LeoVegas, acquired by MGM Resorts International in 2022, recently introduced the BetMGM brand to the UK market.
- OMD will employ its “It’s Showtime” platform to enhance LeoVegas’s media presence, featuring personalities like Chris Rock.
- Full media services, including digital, will transition to OMD by 2025, supporting LeoVegas’s recognition goals.
OMD UK has been distinguished as the media agency of record for LeoVegas Group after a competitive selection process. This decision underscores OMD’s strategic capabilities and LeoVegas’s trust in their expertise. The partnership is notable for its dual base of operations in Newcastle and London, a choice that reflects LeoVegas’s North East roots.
LeoVegas, under the ownership of MGM Resorts International since 2022, has expanded its footprint by launching the BetMGM brand in the UK. This venture marks a significant strategy to capture the local market by leveraging well-established brand recognition from the United States.
OMD’s engagement will highlight their ‘It’s Showtime’ creative platform to drive media initiatives. Recently, a television campaign featuring BetMGM ambassador Chris Rock was launched under this initiative. ‘Our passion lies in merging science with creativity to devise media planning solutions,’ expressed Suzy Ryder, CEO of OMD UK, indicating the integrated approach to handling the LeoVegas account.
OMD is tasked with overseeing LeoVegas’s comprehensive media spectrum, which incorporates a significant digital transition that is set for completion in 2025. This transfer aims to enhance LeoVegas’s market positioning by fully utilising OMD’s media expertise.
Sam Behar, Director of UK, Ireland & Sponsorship at LeoVegas, expressed a strong desire for the partnership to bolster their brand’s prominence within the highly competitive market. He highlighted the importance of local talent investment as a pivotal factor for this strategic collaboration.
This alliance between OMD UK and LeoVegas represents a significant step in achieving greater market presence and consumer recognition for LeoVegas.
