Senet Group, the new body set up by the UK’s leading betting companies to promote responsible gambling and marketing, has appointed direct marketing stalwart Wanda Goldwag to spearhead its operations.
As chair and independent standards commissioner, Goldwag’s appointment coincides with this week’s launch of the group’s first ad campaign highlighting the risks of gambling and how to stay in control.
The £2m push is the first TV campaign of its kind in Britain. Backed by William Hill, Ladbrokes, Coral and Paddy Power, Senet Group was set up in September to respond to concerns about gambling and to promote responsible advertising.
The ads feature a young customer in a betting shop and a young man betting online at home. Both ads use the soundtrack of the 1970s’ hit Black Betty, by Ram Jam, with the words of the song changed to ‘bad betty’.
The betting shop ad concludes with the message: “If you’re betting more than you can afford, it’s a bad betty, so pause for a moment and think again.” The final frame ends with the words, “When the fun stops, stop”, with the lights on the word fun flickering out.
The campaign (pictured) will run across TV, radio, newspaper and online with an audience reach of 9.7 million. Advertising slots will include the commercial breaks around major televised sporting fixtures.
Goldwag said: “Gambling companies have a responsibility to the communities they serve and must protect the vulnerable, especially young people. We know young men are particularly susceptible to problem gambling and this campaign is designed to reach them in a compelling and engaging way.”
Goldwag started her career client side at Yves Rocher, then worked at DM agencies including WWAV (now Rapp) and Smith Bundy before becoming managing director of BA’s AirMiles (now Avios) loyalty programme.
After four years at the firm she set up her own online magazine, Queercompany, before taking up a number of non-exec roles. She was also a Postcomm commissioner for over six years and has been a commissioner on the Civil Service Commission since 2012. She has sat on the DMA Awards judging panel for years and has also been chair.
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