BLMC secures £1.5m Mecca Bingo deal

by Andrew McCormick, Media Week 28-May-08, 07:30

LONDON - Mecca Bingo has handed its £1.5m media planning and buying account to Arena BLM subsidiary agency BLMC, without a pitch.

The bingo operator has taken its media spend out of WPP media agency Mediadge:cia ahead of a renewed push to promote its bingo halls throughout the UK. The decision follows BLMC's success in winning the media planning and buying account for Mecca Bingo's sister company, Grosvenor Casinos.

Miles Baron, sales and marketing director at Mecca Bingo, said regional media had become a priority for the brand, requiring the appointment of a specialist regional agency. He said that BLMC already handling Grosvenor Casino handed Mecca Bingo commercial benefits.

BLMC, formerly BLM Clilverd, is Arena BLM's regional media agency, also owned by Havas. The agency runs media for TK Maxx, Brittany Ferries and David Lloyd health clubs and is preparing to roll out local campaigns promoting Mecca Bingo's network of halls.

Mecca Bingo spent £1.53m on media during the 12 months to March 2008, according to Nielsen Media Research.