GVC were a big, virtually unknown, sports betting holding company with some famous consumer brands like Ladbrokes, Bwin, Foxy Bingo etc. With their Employer Brand GVC wanted to unite the organisation and create a sense of belonging.

 

The idea ‘For the good of entertainment’ opened their remit beyond just sports betting and also gave the organisation a purpose they could get behind. It was hugely successful for them and the catalyst for a company-wide rebrand to Entain.

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My contribution: The idea/line, creative direction across assets including photoshoot and website.