UltimateBet.com has appointed Sandpit, the collection of
communications specialists operating under the FCB London umbrella,
to handle its UK launch.
The company plans to put £4m behind an on- and offline campaign,
to capitalise on the upcoming relaxation of Britain's gaming
laws.
The assignment, awarded with the help of the AAR, is the first
major business Sandpit has won. The operation has been developing
as an alternative to the conventional agency model. It encompasses
a graphic-design team, illustrators, web designers and an
interactive TV operation.
All elements operate as independent businesses, but come
together to pitch for major accounts in order to give prospects
access to a diverse array of creative talent. Media buying for the
account will be handled by FCB.
Jonathan Rigby, FCB's managing director, said: 'UltimateBet sees
the UK as a natural market because of the opportunities afforded by
its massive growth.'
