Sportsbet hands media account to Chris Nolan's Principle Media Group

Josh McDonnell
By Josh McDonnell | 18 October 2019

Principle Media Group (PMG), headed by former Publicis Media chief operating officer Chris Nolan, has been appointed as the media agency for Sportsbet, Australia’s largest online bookmaker.

PMG was founded by Nolan in May 2018 following his departure from Publicis Media, a company where he had held several top executive roles since 2005.

Sportsbet was previously held by Publicis Media-owned media agency Spark Foundry. The appointment, which is effective January 1, 2020, follows an extensive review process undertaken by Sportsbet.

“Working with Sportsbet is a great privilege. They have set the standard in marketing in Australia and we are excited about the opportunity to partner with them as they embark on their next stage of growth,” Nolan says.

Earlier this year, Sportsbet and its lead creative agency BMF cut ties as the online gambling platform prepared to in-house the majority of its creative needs, AdNews can reveal.

BMF was appointed to the account back in 2015 and has since been responsible for some of the brand's most recognisable ads, including the infamous banned Ben Johnson 'juicing' ad.

“I want to sincerely thank Spark Foundry who has been an exceptional partner of Sportsbet’s over the past 8 years. In that time, they have played a critical role in Sportsbet’s sustained period of business growth in an often-challenging environment,” Sportsbet CMO Mark Migliorini says.

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