OMD UK has become LeoVegas Group’s media agency of record, following a competitive closed process.
The account will be run out of the agency’s Newcastle and London offices – this was said to be a big factor in the decision by North East-based LeoVegas.
MGM Resorts International acquired LeoVegas Group in 2022, and in September 2023, they launched the BetMGM brand in the UK.
OMD will be responsible for leveraging its “It’s Showtime” creative platform, which last week saw the launch of a new TV campaign, fronted by BetMGM ambassador, Chris Rock.
“Combining science and creativity to deliver media planning solutions is our passion, and LeoVegas Group’s “It’s Showtime” platform provides the perfect opportunity to demonstrate this, whilst navigating a highly regulated category,” said Suzy Ryder, CEO of OMD UK.
OMD UK will be responsible for the brand’s full-service media scope, including digital which will transfer to the agency in 2025.
“As we continue to build on the success of LeoVegas Group and the launch of BetMGM in the UK, OMD are the perfect partner to support us in achieving our ambition in becoming one of the most recognised and respected operators in this space,” added Sam Behar, Director of UK, Ireland & Sponsorship at LeoVegas Group.
“We are excited to be working closely with the team in Newcastle and to create a media partnership that builds upon the local talent that both businesses have invested in.”
