WCRS won a shoot-out against HHCL & Partners, Delaney Lund Knox Warren and St Luke's to retain the account.
WCRS has held the account since 1997, when the ban on bingo advertising was lifted to help the ailing game compete with the National Lottery.
Mecca plans to increase its marketing activity next year, and says that above-the-line advertising will play "an integral part in the activity". The company aims to reactivate lapsed memberships as well as recruiting newer members.
Nigel Sibley, commercial director of Mecca parent company Rank Group Gaming Division, said: "Advertising will play a key role in developing continued business growth both in the short and long term."
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