Online bingo and bingo hall company Gala Bingo ‘s parent company Gala Coral has moved advertising agency, moving from The Red Brick Road to the Engine Group. In what has been reported as an £8m deal with Engine, Gala have decided to use only the one agency taking all business from the previous two agencies that dealt with their account. Red Brick Road handled ‘above-the-line’ work which would include all forms of media from TV to search engines and another ad agency, Tequila \ London dealt with below-the-line which would include direct mail to consumers, promotions and PR. Gala are hoping that by consolidating their advertising with Engine that they will be able to save further cash, in what is a very difficult year of trading.
The Engine advertising agency is no stranger to big accounts, as they already handle marketing for some of the biggest and most well known names in the world including, Coca-Cola, Sky, BMW, Sony, Nike and Philips to name but a few. The Gala Bingo and Gala Coral account will therefore be joining some very good company and with such a pedigree Gala are no doubt hoping that some of the success of their new advertising bedfellows will rub off on them. For the Red Brick Road group however the news is pretty dire, losing a large account like Gala whom they have had a business relationship with since December 2006, and lets face it in what can only be regarded as particularly difficult economic trading conditions must hurt more than a little. On the surface things don’t look good for the Red Brick Road group but new reports over the last few days state that not only has the ad agency scored Magners cider company as a client in a £13m deal, but also holiday group Thomas Cook in what is reportedly a £9m deal.
Of course whether Gala will get their wish of a new broom sweeping clean remains to be seen, certainly Gala Bingo and Gala Coral could do with their luck changing.