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Unibet Selects FCB as U.S. Agency of Record

Press Release - New York, 18 December 2018

Network’s New York Office Tasked with Launching Brand in the United States

Unibet, a premium all-product brand specializing in online gambling, today announced that it has selected Interpublic Group’s FCB as its U.S. creative agency of record after a competitive review. FCB’s New York office will serve as the brand’s key launch partner as it makes its first foray into the United States.  

Unibet, which offers sports betting, casino and games, poker and bingo in 20 different languages across more than 100 countries throughout the UK and Australia, aims to serve as the expert in understanding what players need in order to make informed bets that enhance their passion for the game. The Kindred Group – Unibet’s holding company and one of the largest online gambling operators in the world – is seeking to expand into the United States in the first quarter of 2019, with FCB as its launch partner for the Unibet brand. Kindred is initially seeking to launch in New Jersey’s regulated sports betting market, with plans to extend into additional states down the line. 

“We’ve put players at the heart of everything we’ve done since 1997 and share their passion for sports and casino. Out of the gate, it was clear that the FCB NY team had this passion too, pitching a concept that will bring Unibet to life in New Jersey and beyond,” said Manuel Stan, SVP at Kindred USA. “We’re now looking forward to officially introducing Unibet to U.S. players so that they can enjoy the same experience as our millions of customers in Europe and Australia.” 

Beginning this week, FCB NY will lead creative, strategy and social for Unibet’snewest U.S. division, with IPG’s Initiative leading media.FCB was first introduced to Unibet after its London office, FCB Inferno, approached the brand to collaborate on FCB’s“Queen Rules” initiative,which challenges gender bias with playing cards (by ranking Queens higher than Kings). Unibet, a fellow champion of gender equality and a driving force in getting more women involved in poker, supported FCB by promoting “Queen Rules” across its channels and hosting worldwide events on International Women’s Day.

“We love when clients show up with unwavering passion for their opportunity, ask for big, behavior-creating ideas, and say exactly what is on their mind. It creates an electric environment for the pitch,” said Laura Dunn, SVP Director of Business Development at FCB NY. “They also gave us a killer brief that allowed us to unleash the power of our complete IPG offering at 100 West 33rd – media and creative working in unison under the same roof, sharing strategic and data resources, without redundancies.” 

Unibet joins FCB NY’s impressive roster of iconic brands, which includes FDA, LG Electronics, Burger King, Nivea and Lincoln Financial. This latest client win caps off a momentous year for FCB, which was named an Advertising Age“Agency to Watch” and recently launched a record-breaking campaign for Burger King called “Whopper Detour.” The agency’s first work for Unibet is expected to launch in March 2019. 


About Kindred

Kindred Group is one of the world’s leading online gambling operators, with business across Europe and Australia, offering over 23 million customers across 11 brands a great form of entertainment in a safe, fair and sustainable environment. The company, which employs about 1,400 people, is listed on Nasdaq Stockholm Large Cap and is a member of the European Gaming and Betting Association (EGBA) and founding member of ESSA (sports betting integrity). Kindred Group is audited and certified by eCOGRA for compliance with the 2014 EU Recommendation on Consumer Protection and Responsible Gambling (2014/478/EU). Read more on

About FCB 

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Founded in 1909, FCB New York has helped build some of the world’s most iconic brands like FDA’s The Real Cost™, LG Electronics, Burger King and Nivea. Learn more at and follow us on Instagram (@fcbnewyork), Facebook (@FCBNewYork) and LinkedIn (@FCBNewYork).