Tabcorp-owned game of chance Keno appoints The Works to handle creative, digital and social

Advertising duties for Tabcorp-owned game of chance Keno have been handed to Sydney-independent agency The Works after a competitive pitch.

Three agencies were invited to pitch for the Keno account, with The Works and one other undisclosed agency going forward to the final round.

Keno is played approximately every three minutes at licensed venues across Queensland, NSW and Victoria and has experienced significant growth in recent years.

The Works will manage strategy, creative, digital and social for the Keno brand, with work starting immediately.

Says Damian Pincus, creative partner and founder of The Works: “Keno is a great Australian brand and has got a fantastic growth agenda, we’re looking forward to working with the Keno team to ensure it continues to hold a special place in Australia’s entertainment landscape.

“There are great reasons to play Keno and our strategy will focus on the emotional aspect of playing the game combined with the rational benefits it can bring.”

Says James MacBeth, head of marketing, Keno and Trackside: “The creative execution put forward by The Works was compelling and the agency has shown a deep understanding of Keno’s unique value proposition. We look forward to partnering with The Works as we aim to grow Keno through product expansion and increased participation.”              

OMD manage media planning and buying for Keno.

The win is the third Melbourne-based client for The Works in the past 12 months and follows EnergyAustralia and Tetley.