Allwyn International has set its sights on a new era of global brand growth with the launch of a new creative agency pitch.
Forming part of its ambition to ‘unlock a new phase of strategic and creative development’, a select number of agencies have been invited to partner with Allwyn to help shape the company’s future brand proposition.
Leading the pitch process is Tatiana-Vivienne Jouanneau, Allwyn’s new Group Chief Brand Officer, who brings with her a wealth of experience in brand management – having worked at companies such as Logitech, Duracell and Procter & Gamble.
The aim of the pitch process, Allwyn said, is to identify new areas whereby the brand can solidify its footing as a ‘lottery-led’ entertainment brand while also highlighting its commitment to both global growth and social responsibility.
Jouanneau said: “Allwyn is evolving into a global brand shaped by creativity, culture and community. We bring a tangible momentum, passion and a drive to shape the future of our industry.
“We’re looking for a partner that combines strategic depth with an outstanding creative mission – a partner that will challenge us, inspire us, and help unlock the bold, consumer-first creativity that can take Allwyn onto the world stage – as we pursue our vision of being the leading global gaming entertainment company.”
A new chapter for Allwyn
Revamping its brand identity is just one element of Allwyn’s ongoing transformation, with the operator group recently outlining its plans for further diversification of products.
Dipping its toes into the world of daily fantasy sports with its recent acquisition of PrizePicks, a US-based daily fantasy sports platform, it’s clear that the lottery operator is continuing to assess new ways that it may strike a chord with a new generation of players – many of whom are looking for new, more engaging forms of entertainment.
Allwyn already has an existing footprint within the sports betting sector, including a shareholding in Kaizen Gaming, as well as ownership of Greek National Lottery and betting operator, OPAP.
Broadening its portfolio even further, Allwyn will soon enter its second year of a ‘landmark’ partnership with Formula 1 and the McLaren Mastercard Formula 1 team.
Again, this agreement forms just one aspect of Allwyn’s bid to capture the attention of new demographics of bettors – be it through new creative agencies, partnerships with sports teams or geographical expansion, this could well be the beginning of a new era for Allwyn’s global growth.