Home won the brief after a six-way pitch that was run without an intermediary. The agency is tasked with creating a TV campaign for the sports betting brand that will air across central Europe – including Italy, Germany and Spain.
The brief has a six-figure budget and is targeted at football fans. It will run for the duration of the football season and will feature players from the Real Madrid and Juventus squads, both of which are sponsored by Bwin.
Wieden & Kennedy Amsterdam previously handled Bwin’s advertising, but no longer works with the brand and did not pitch for the new brief. UM handles the brand's media planning and buying.
Bwin is the sports betting arm of Bwin.Party, the online gambling group, which is the subject of of multiple takeover bids. The group's uncertain future is the reason that Home was only appointed for the duration of the brief, according to the agency.
Derren Maggs, the marketing director at Bwin, said: "Home truly understands the betting market, football, our current positioning and share our vision of where we want to be. Their fantastic and fresh ideas highlighted our ambition to be the leading football betting brand."
Home already works with other parts of Bwin.Party, and has worked with other gaming brands, including Chitchat Bingo, BetVictor and Odds Checker. The agency has an office in Gibraltar, which is a haven for online gaming companies thanks to tax breaks and other incentives.
Home is running the Bwin account out of its Gibraltar office, but the creative is handled out of its Leeds and London offices.
