Leo Burnett will work on the bingo business and the new Gala Casino account. Gala Casino was launched last month, following Gala's acquisition of 28 Ladbroke casinos from the Hilton Group in December 2000.
The agency has been briefed with developing press, poster, television and radio advertising, with the aim of building the brand as it expands.
The Gala Group previously used J Walter Thompson Manchester. The agency held the account for five years and was appointed after the strict regulations regarding the advertising of bingo were relaxed.
Stephen Whyte, CEO of Leo Burnett, said, "Deregulation has levelled the playing field and, as category leader, Gala is very well positioned to take advantage of this and new technologies.
Gala is the largest operator of bingo clubs in the UK, with 166 clubs. It has been pushing, along with other bingo operators, to revamp the game's image of late, without alienating its core market of older players.
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