Sky Betting & Gaming
The UK's fastest growing gaming brand and no.1 by customer volume. 8 years in senior brand and creative roles managing multi-million pound creative budget for brand and direct marketing - overseeing internal marketing design, ad agency selection & management, brand strategy and creative direction. The challenge: establish ownable propositions for SBG's core brands, and launch brand and promotional marketing strategies that leverage each. The solution for Sky Bet: make our purpose overt, 'we're on a mission to make betting better'. Working closely with Mcgarry Bowen to embed the purpose into the fabric of the business and launch their hugely successful 'Less, More' campaign, set to the distinctive 'Black Skinhead' by Kanye West. The idea was further evolved by the guys at Who, What, Why? who reinterpreted the 'Less/More' concept as 'reimagined moments in sport' (see below). The campaigns established a new look and feel for the brand, featuring the striking yellow 'action box', designed to stand out on, not from Sky Sports.