Rank Interactive Hires Carat for £7M Media Deal

Rank Interactive, a division of Rank Group, has selected Carat to oversee its £7 million media planning and buying account. Rank Interactive is the owner of Blue Square, Mecca Bingo and Grosvenor Casino.

Rank Interactive, the gaming company that owns the Blue Square, Mecca Bingo and Grosvenorcasinos.com brands

Several pitches were made and the Aegis-owned agency won the account beating out agencies including PHD and Initiative. With them on board, the process to include an ad agency and a PR agency will move forward.

The majority of Rank’s media buying was not previously outsourced and digital planning and buying, by Carat's sister agency Vizeum, will remain unaffected.

The early days of the process began to take shape back in February and were in the hands of ISBA. Rank Interactive started the process in February and the early stages were handled by ISBA. Rank Interactive marketing director, Phil Gates scheduled the appointment.

The parent company, Rank Group, has utilized such sponsorship and partnership deals to give their brands a boost. Three year deals were finalized in 2010 and 2011 with FremantleMedia Enterprises. They signed on as the official gaming partner of ITV's Britain's Got Talent and The X Factor.

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