Authorities on anti-gambling marketing push during World Cup

The National Council on Problem Gambling has appointed media agency UM and creative agency Goodfellas for a campaign pertaining to the World Cup series.

The campaign is targeted to launch during the European soccer season and throughout World Cup 2014 and will be educating the public on the negative impact of gambling and promoting awareness.

Marketing understands that media duties include traditional, digital and OOH while creative duties include producing print, radio ads and TVC. The two entered the pitch as a collaboration with IPG Mediabrands taking the lead.

According to the Gebiz documents, also present in the pitching process was Accomplice, Asatsu-DK Singapore, DDB Worldwide, Mandate Advertising, Starlight Advertising, Xod Box, Supermarket Creative and The Thinc Group.

The National Council on Problem Gambling works with community partners and stakeholders to help individuals and their families deal with problem gambling and minimise the impact of problem gambling on the society.

According to Gebiz, the account is worth more than SG$750,000.