Sportingbet's marketing plans include Mediacom

Sportingbet's ambitious pan-European marketing plans include media agency Mediacom, which was this week awarded the giant UK gambling group's GBP 10 million media buying account, according to reports in Brand Republic. The decision was made after a six month review on the account, which was previously the responsibility of Pacific Media.

Top brands at the centre of the activity will be Sportingbet and Paradise Poker, and the award winning Edinburgh office of Mediacom, headed by md Euan Jarvie, will most likely handle the lion's share of the account. The office was recently awarded the Media Agency of the Year accolade at the 2008 Scottish Advertising Awards. The company has also been named Media Buying Agency of the Year in 2008, having previously won this award twice before in 2004 and 2005.

The bulk of the budget, around 85 percent is expected to be spent advertising online and it is thought that the agencies short listed by Creativebrief - which ran the pitch - were looking for a company which had experience in digital as well as above-the-line spend.

The main spend will focus on the UK, although it will also run in markets such as France, Russia, Germany and Italy.

The pitch process was handled by Sportingbet's European marketing director, Ed Luck who joined in February from Orange where he was marketing proposition director.

It is understood that Big Juice Media will continue to handle North American marketing for Sportingbet.

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