Global Pioneers InterCasino move Integrated Brand re-positioning into TheAgency
Posted by: AgencyUK
Date added: Tue 10 Jul 2012
InterCasino, one of the pioneers of online casino gaming, has appointed UK based communications specialists TheAgency to research, plan and create their new brand proposition and global advertising campaigns.
Aimed at attracting new players and nurturing existing ones, the audience research was carried out in 7 countries, spanning Europe, East Asia and North America.
Based on the audience insight, and developed on a global level, the brand will harness the proposition “Seriously Entertaining” positioning InterCasino as the ‘grown-up’ place to have fun, offering its customers a more sophisticated experience with big pay-outs and bonuses. The advertising campaigns will follow, and be launched into each territory with localised creative executions.
‘The appointment of TheAgency represents an exciting step forward for us as a brand,’ says Nicky Getley, Head of Acquisition at InterCasino, based in Malta. ‘To re-position a brand like ours was ambitious, but TheAgency didn't disappoint. They brought strategy and an understanding of the marketplace that was refreshing to see, and their creative work pushed boundaries in what can be a very busy marketplace. Standout is absolutely paramount in our environment. We’re really excited about where this will take us.’
TheAgency, now in its fifth year, is considered to be one of the leading communication outfits in the UK, having recently secured accounts with AA, Teachers Assurance and Westfield Health.
‘We are an integrated agency with digital at our heart. To be involved in such a significant integrated campaign across so many global markets is a real thrill. It’s a perfect example of what can happen when a great brand meets great strategy and great creative.’ says Saman Mansourpour, Partner at TheAgency.
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