Gala Bingo the flagship UK bingo room of Entain Plc has appointed Neverland as its new lead creative agency, charged with ‘re-establishing its iconic brand with UK audiences’.

The decision sees Neverland takeover Gala Bingo’s creative advertising strategy from incumbent Antidote – who last year won an agency pitch to lead the creative development of the £13 million valued advertising account.

London-based Neverland has a previous working relationship with Entain, having served as the lead creative agency of Ladbrokes since 2020.

Neverland’s work saw Ladbrokes marketing refreshed by the launch of its  ‘Million Drummer’ campaign during last year’s UEFA Euro 2020 tournament.

Further agency activity saw Neverland launch ‘Balloon’ for Ladbrokes Casino, deemed the UK’s first brand-led campaign promoting online casino and games.

“I am stoked to be working with Neverland, the agency is the perfect combination; powerful strategic thinking which delivers creative that knocks it out of the park.” – commented Sara Jolly, Head of Brand for Gala Bingo.

A brand engagement specialist, Neverland has developed and planned high impact/visibility campaigns for Lenovo, NBC Europe, Unilever and Getir.

Taking on the Gala Bingo account, Simon Massey, Neverland co-founder, said: “We’re gonna bring bingo back with a bounce of fun to Britain.”