Cairns Oneil Strategic Media has been named as the Canadian media agency of record for 888 Holdings, a leading online betting and gaming company.

The account win comes on the heels of legislative changes that open up Ontario’s legalized online gambling market to licenced operators. New regulations will allow 888’s industry brands to engage directly with consumers starting April 4.

Cairns Oneil will be responsible for buying media on behalf of 888 to help increase brand awareness amongst local customers. While regulations are being finalized, planning is underway to launch the offerings in time for the provincial launch date.

Based in Gibraltar, 888’s portfolio includes popular gambling websites 888sport, 888casino and 888poker. In 2021, 888 launched an exclusive partnership with Authentic Brands Group, owner of the Sports Illustrated brand, to launch its latest B2C brand, SI Sportsbook.