Just ahead of the NFL season, BetMGM has announced that after a string of successful projects, independent creative agency Cape will serve as its agency of record.
Cape’s remit includes creative and brand strategy, working closely with the brand’s broader agency roster to create a unified strategy, said AJ Mazza, BetMGM’s senior director of brand communications.
According to COMvergence, BetMGM’s net media spend is an estimated $160 million.
The partnership formalizes a two-year relationship between the two companies, with Cape behind BetMGM’s “Mullet Over” campaign, meant to make people think before placing a large bet. There was no formal pitch process.
