BVGroup appoints Bountiful Cow to lead UK media strategy

BVGroup has appointed Bountiful Cow to manage its UK media account across a portfolio of consumer brands including BetVictor, Betano, Parimatch, talkSPORT Bet, Smooth Spins and Heart Bingo. The move signals a shift in the Group’s media approach, with a renewed emphasis on digital transformation ahead of a major global sporting year.

The agency will oversee media strategy, planning and activation for the full portfolio, applying its challenger brand methodology in a category where agility, data-led choices and smart creative deployment are essential.

Challenger mindset supports high-visibility gaming brands

Bountiful Cow’s Relative Advantage framework — centred on identifying change and uncovering under-used opportunities — is designed to help brands achieve cut-through in competitive, high-stakes environments. The approach is well suited to the demands of the gaming sector, particularly in a World Cup year when visibility becomes increasingly important.

Bountiful Cow assumes the account with immediate effect, succeeding incumbent agency PHD.

Adam Davenport, Head, BetVictor UK/Ireland and Parimatch UK: “We’re entering an exciting phase for BVGroup’s consumer brands, with a digital-first strategy and a global sporting calendar full of opportunity. We needed a partner that can bring pace, clarity and sharp thinking to this next chapter.”

Agency to focus on unlocking growth across the portfolio

Adam Foley, CEO, Bountiful Cow: “We’re built for ambitious, challenger brands. Success in this category isn’t about outspending — it’s about finding creative and strategic edges that drive advantage. We’re looking forward to working with the BV Group to unlock new potential across the portfolio.”

www.bv-group.com

www.bountifulcow.com

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