Keno plays spot, match, win with The Works

By AdNews | 9 April 2014
 

Tabcorp brand Keno has appointed The Works following a three-way competitive pitch. The Works will manage strategy, creative, digital and social for the Melbourne-based brand, starting immediately.

Work for Keno was previously handled by Melbourne agency Rhubarb Visual Communications.

Whybin TBWA handles creative duties for the majority of Tabcorp brands, although Keno was not part of its remit as it sits under a separate division based in Melbourne, according to Whybin, which says it did not participate in the pitch.

James MacBeth, head of marketing for Keno and Trackside, said: "The creative execution put forward by The Works was compelling and the agency has shown a deep understanding of Keno’s unique value proposition. We look forward to partnering with The Works as we aim to grow Keno through product expansion and increased participation."

The Works creative partner Damian Pincus said: "Keno is a great Australian brand and has got a fantastic growth agenda, we're looking forward to working with the Keno team to ensure it continues to hold a special place in Australia’s entertainment landscape.

"There are great reasons to play Keno and our strategy will focus on the emotional aspect of playing the game combined with the rational benefits it can bring."

OMD handles media planning and buying for Keno.

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