Kindred group hires new media buying agency

Kindred Group plc, which owns top online gambling brands Unibet, 32Red, Stan James, Bingo.com and Maria Casino, has hired London media planning and buying agency Initiative UK to handle its multi-million sterling UK advertising account.

Initiative UK takes over from Goodstuff Communications, according to a report in the publication Campaign Live this week, which reveals that Initiative won a competitive pitch against short-listed Goodstuff and Havas Media.

Initiative claims it is a specialist in executing high impact and wide coverage campaigns, and has worked for both Travelodge and Tesco.