iGaming Business – Online gambling marketing firm Cashcade, the owner of the Foxy Bingo and Cheeky Bingo internet bingo brands, has awarded its media planning and buying contract to full media communications agency UM London.
The Brand Republic website reports that the contract, which was awarded after a competitive pitch, is worth £8 million (€9.7 million/$13.3 million).
The appointment will see Cashcade move from independent media agency Concord, but would not affect Foxy Bingo’s creative shop, The Biscuit Agency.
UM London has begun working with the brands and has already negotiated the renewal of Foxy Bingo’s sponsorship deal with The Jeremy Kyle Show day time programme on UK commercial broadcaster ITV.
The renewed deal will cover more than 1,000 episodes over a 12-month period and will include all new shows, repeats and the US version of the programme.
Ben Reilly, an account director at UM London, said: “These are great brands to work with and we’re looking forward to seeing the impact that our insight, planning expertise and buying strength will have on the business.”
