Carat Sverige Appointed To Lead Svenska Spel Makeover

Carat Sverige has been appointed as Svenska Spel’s lead media preparation and purchasing advertising department.

Sweden’s state-owned lottery and gaming operator will now conclude a group-wide marketing analysis that began in the autumn of 2020.

Carat Sverige will take over the tasks of conducting the delivery of Svenska Spel’s multibillion-dollar Swedish advertising account from incumbent OMD.

Contract for media services

Christina Kilström, Head of Sales and Marketing at Svenska Spel said: “Sweden’s best media agencies participated in our procurement process. After an intensive review of competitors and careful evaluation, we now look forward to signing an agreement with Carat, which will be awarded a contract for media services.”

Svenska Spel will continue to be one of Sweden’s most expensive promotional accounts in 2021, since the lottery organiser is the primary sponsor of the Team SOK Olympic Athlete Development Program for the Tokyo 2020 Olympic Games.

Carat Sverige, a Carat Global European affiliate, is the lead Swedish media planning firm for IKEA, P&G, MasterCard, and Coca-Cola.

Goodwill fundraising initiatives

Carat Sverige will be in charge of Svenska Spel’s media campaign, with Forsman & Bodenfors as the main artistic account and Happy F&B as the brand creation department supporting Svenska Spel’s goodwill fundraising initiatives.

Madeleine Jarehov, CEO of Carat Sweden said: “We are incredibly proud that we at Carat have the confidence to become the advertising agency of Svenska Spel.

“It is a fantastic achievement for the growth journey of Carat Sverige, where the strategic height and craftsmanship of our business excelled. We are now looking forward to starting a glowing partnership where we together in a responsible way continue our joint journey”