GambleAware appoints Lucky Generals and OmniGOV at MG OMD as their new creative and media planning and buying agencies

The charity GambleAware today announced the appointment of Lucky Generals and OmniGOV at MG OMD as their new respective creative advertising and media planning and buying agencies, following a robust procurement process launched in July and run by AAR.

The awarded contract will cover a period of three years with a core focus on supporting GambleAware’s national behaviour change campaign work. This includes a major new programme to raise awareness of the risks around gambling; to reduce the stigma faced by people experiencing gambling harm; and to encourage people to access the treatment and support available through the National Gambling Treatment Service.

Alexia Clifford, Chief Communications Officer at GambleAware who was recently featured in Campaign’s Power 100 list and Marketing Week Top 100, said: “GambleAware’s vision is of a society free from gambling harms and our public health campaigns play a central role in achieving this. GambleAware is incredibly proud of the notable breakthrough campaigns we have developed with M&C Saatchi London and Goodstuff to address the harms arising from gambling.”

“Following a robust agency pitch process, which generated an outstanding response from the industry, I’m delighted that we’ll be working with two of the very best in the business, Lucky Generals and OmniGOV. Over the next three years, our strategic partnership will raise awareness of gambling harms, reduce the stigma people face and change behaviour on a national scale.”

During the procurement process, London-based creative agency Lucky Generals stood out for their cut-through creative and smart thinking. The company have been shortlisted for Campaign’s Agency of the Year six times, and their client roster includes Amazon, Virgin Atlantic, Co-op and Yorkshire Tea.

Andy Nairn, Founding Partner from Lucky Generals, said: “We have a great opportunity here to not just tackle one of society’s biggest problems, but also turn GambleAware into a brand that can help people experiencing gambling harms for years to come.”

With the growing cost of living crisis set to potentially exacerbate the amount of people experiencing gambling harms, reaching those who may be at risk of harm with a targeted and clear message has never been more important. OmniGOV demonstrated best in class media planning and buying expertise, with a strong focus on behavioural health learning, engaging diverse audiences, as demonstrated across Government, as well as digital innovation. They have previously won Agency Team of the Year at the Campaign Media Awards in 2020, 2021 and 2022, and more recently won three Effies for the Government’s ‘We are the NHS” and COVID-19 app launch campaigns.

Paul Knight, CEO at OmniGOV at MG OMD, adds: “GambleAware tackles one of the biggest health issues in our society today and we are proud to be part of this newly formed team that will aim to make a difference to those who need it most. Our partnership comes at a hugely important time for the UK, and we hope that together, we can help bring to light an often-hidden subject and change behaviour.”

The announcement comes ahead of the highly expected publishing of the UK Government Gambling White Paper, which is expected to introduce the most comprehensive review of gambling laws and regulations in 15 years.

MG OMD FWD 2nd November

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