Skip to main content

GambleAware appoints Lucky Generals and OmniGOV at MG OMD as their new creative and media planning and buying agencies

3rd Nov 2022 Joe Williams

GambleAware appoints Lucky Generals and OmniGOV at MG OMD as their new creative and media planning and buying agencies

- Lucky Generals and OmniGOV announced as GambleAware’s new respective creative advertising and media planning and buying agencies
- The appointment follows a rigorous process undertaken as part of a creative review launched in July by the charity to support its focus on addressing gambling harms as an urgent public health priority

LONDON, 02 November 2022 – The charity GambleAware today announced the appointment of Lucky Generals and OmniGOV at MG OMD as their new respective creative advertising and media planning and buying agencies, following a robust procurement process launched in July and run by AAR.

The awarded contract will cover a period of three years with a core focus on supporting GambleAware’s national behaviour change campaign work. This includes a major new programme to raise awareness of the risks around gambling; to reduce the stigma faced by people experiencing gambling harm; and to encourage people to access the treatment and support available through the National Gambling Treatment Service.

Alexia Clifford, Chief Communications Officer at GambleAware who was recently featured in Campaign’s Power 100 list and Marketing Week Top 100, said: “GambleAware’s vision is of a society free from gambling harms and our public health campaigns play a central role in achieving this. GambleAware is incredibly proud of the notable breakthrough campaigns we have developed with M&C Saatchi London and Goodstuff to address the harms arising from gambling.”

“Following a robust agency pitch process, which generated an outstanding response from the industry, I’m delighted that we’ll be working with two of the very best in the business, Lucky Generals and OmniGOV. Over the next three years, our strategic partnership will raise awareness of gambling harms, reduce the stigma people face and change behaviour on a national scale.”

During the procurement process, London-based creative agency Lucky Generals stood out for their cut-through creative and smart thinking. The company have been shortlisted for Campaign’s Agency of the Year six times, and their client roster includes Amazon, Virgin Atlantic, Co-op and Yorkshire Tea.

Andy Nairn, Founding Partner from Lucky Generals, said: “We have a great opportunity here to not just tackle one of society’s biggest problems, but also turn GambleAware into a brand that can help people experiencing gambling harms for years to come.”

With the growing cost of living crisis set to potentially exacerbate the amount of people experiencing gambling harms, reaching those who may be at risk of harm with a targeted and clear message has never been more important. OmniGOV demonstrated best in class media planning and buying expertise, with a strong focus on behavioural health learning, engaging diverse audiences, as demonstrated across Government, as well as digital innovation. They have previously won Agency Team of the Year at the Campaign Media Awards in 2020 and 2021, and more recently won three Effies for the Government’s 'We are the NHS" and COVID-19 app launch campaigns.

Paul Knight, CEO at OmniGOV at MG OMD, adds: “GambleAware tackles one of the biggest health issues in our society today and we are proud to be part of this newly formed team that will aim to make a difference to those who need it most. Our partnership comes at a hugely important time for the UK, and we hope that together, we can help bring to light an often-hidden subject and change behaviour.”

The announcement comes ahead of the highly expected publishing of the UK Government Gambling White Paper, which is expected to introduce the most comprehensive review of gambling laws and regulations in 15 years.


About GambleAware

GambleAware is the leading charity working to keep people safe from gambling harms. As a commissioner we deliver prevention and treatment services for gambling harms in Great Britain.

Every year we lead major public health campaigns and fund access to free, confidential treatment for nearly 12,000 people and over 41,000 calls to the National Gambling Helpline. Anyone experiencing harm can visit or call the helpline 0808 8020 133.

We work in close collaboration with the NHS, clinicians, local and national government, gambling treatment providers, as well as other services like mental health, services for people who use drugs and alcohol and harm reduction services and criminal justice, to ensure that the whole system works together to help people suffering from gambling harms.

The new agencies will work alongside GambleAware’s current PR, partnerships and digital media agencies freuds+, 23red and Flipside.

About Lucky Generals

Lucky Generals is a creative company for people on a mission. An Emmy-nominated, multi-award-winning agency, with creativity at its core, we believe in making work that makes a difference. Founded in 2013 by Helen Calcraft, Andy Nairn and Danny Brooke- Taylor, Lucky Generals is now an international agency with offices in London and New York. Clients include Amazon, OVO, Virgin Atlantic, The Co-op and Yorkshire Tea.

Related articles

Related resources