Foxy Bingo, one of the top five online bingo sites in the UK, has appointed Engine Group to overhaul its brand identity, with Partners Andrews Aldridge leading the account.
Launched in 2005, Foxy Bingo’s ads have been fronted by Katie Price, Jim Bowen and Christopher Biggins, although Partners is likely to take a more “provocative” approach. The brand currently sponsors The Jeremy Kyle Show on ITV.
The site is owned by bwin.party, the company which offers sports betting, poker, casino and other games as well as bingo, with brands including PartyBets, Gamebookers, PartyPoker and CheekyBingo. It was bought from Cashcade in 2009.
Partners Andrews Aldridge managing partner Polly Jones said: “Foxy Bingo has grown to become a household name in online bingo. We’re firm believers in connected, and sometimes provocative, ideas to lever success and we’re bringing our expertise in this to bear on Foxy Bingo’s current digital experience to boost its popularity even further.”
Foxy Bingo’s advertising account is held by The Biscuit Agency; UM London runs its £8m media planning and buying business.
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