Allwyn Group Appoints M&C Saatchi UK as Global Integrated Comms Agency

Led out of London, the global partnership will harness a broad range of M&C Saatchi’s integrated capabilities, including strategy, PR, social media, social responsibility and sponsorship. M&C Saatchi’s team will complement the existing capability of Brunswick, Allwyn’s retained international financial and corporate communication agency. 

Allwyn is a multi-national lottery operator with leading market positions in Austria, the Czech Republic, Greece, Cyprus, Italy, the United States and the UK where it operates The National Lottery. 

The win follows M&C Saatchi’s appointment of WPP’s Jo Bacon as UK CEO in May 2024, before her promotion to UK Group CEO in June. The agency has evolved its leadership making a number of major hires in the last year, including Zaid Al-Qassab as Global CEO of M&C Saatchi Group, and Rob Doubal and Laurence Thomson as Global Joint Chief Creative Officers of M&C Saatchi.

Will Oscroft, Group Communications Director, Allwyn Group, said: "We chose M&C Saatchi for their outstanding strategic capabilities and creative expertise. Their integrated approach, backed by a robust global footprint and a diversity of thinking gives us the unique depth of insights we need. We’re confident that their strategic vision and expertise will help us position our brand for sustained growth."

Jo Bacon, Group CEO, M&C Saatchi UK, added: “Working with Allwyn Group is an incredibly exciting opportunity for us, which is perfectly aligned with M&C Saatchi Group’s integrated expertise. It’s a partnership that we’re proud to be part of.”

Rob Doubal and Laurence Thomson, Global Joint Chief Creative Officers, M&C Saatchi, concluded: “We can’t wait to get started with the wonderful team at Allwyn Group. There is so much opportunity to unlock creative magic. We couldn’t be happier.”

The win aligns with M&C Saatchi’s new Cultural Power proposition, which it announced in December 2024.

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