Allwyn, the lottery-led gaming entertainment group, has appointed VaynerMedia EMEA as its Social Creative and Production Agency of Record across Europe and North America.  

It wasn’t immediately clear who the incumbents were on the business. 

The appointment follows the launch of a separate creative pitch that Allwyn began in February.  

According to the company, VaynerMedia’s remit leverages the agency’s social-native creative capabilities to deliver platform-first creative strategies at scale. The agency will work with Allwyn’s marketing leadership to build a brand presence across Instagram, TikTok, Facebook and YouTube Shorts.  

This move underscores Allwyn's broader ambition to modernize its marketing, the company said. 

“Allwyn is stepping into a new era of how the brand connects, delights and entertains its audiences," stated Tatiana Jouanneau, group chief brand officer at Allwyn. “Attention is earned in the scroll ... Allwyn will be showing up with ideas that are native to the platforms, grounded in culture, and impossible to ignore.” 

Jouanneau said that VaynerMedia stood out for “their instinct for where culture is going and their ability to turn it into work that connects in real time.”