The agency, acquired last week by Chime Communications for £30 million, won the account following a pitch against Frame Cunningham.
The new advertising will aim to increase awareness and drive admissions among the bingo operator's existing members, as well as to entice new or lapsed members.
The agency will be briefed to create national television and press campaigns highlighting the amount of money that can be won every day and the variety of games available at Gala Bingo Halls.
Ian Priest, the managing director of VCCP, said: "We are delighted to be working with Gala Bingo to strengthen its position as the market leader within this continually growing sector."
Kate Howe, Gala's marketing director, said: "VCCP went through a learning curve on our business very quickly and has an intuitive understanding of the industry."
Gala is the UK's largest bingo operator and the market leader, with 32 million admissions every year and a 40 per cent share of the market.
The group, which operates 166 bingo halls, has six million members and in 2004 reported a turnover of £545 million.
Gala's media planning and buying remains with MediaVest Manchester.
- Newsmaker, page 17.
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