The appointment marks the first time the online gaming operator has used an outside agency -- previously Paradise has produced all of its advertising in-house.
The agency will initially focus on promoting what Paradise claims is the world's first $1m "free roll" -- $1m-worth of free stakes for new poker players. The campaign will break in August.
The online poker market has grown by 116% in the past 12 months and, according to Ladbrokes, UK players stake £19m a day on the game online.
In May, the US online gaming companies UltimateBet and Absolute Poker joined the fray, hiring FCB London/Tonic and Cheethambell JWT respectively for UK launches.
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