Drummond Central, the Newcastle-based creative and advertising agency, has become the surprise winner of the World Media Awards’ ‘Technology and Telecoms’ category.
It was recognised for its work as the creative driving force behind bringing online gambling giant bet365’s live odds format to the global stage.

Drummond Central team helped transform the business into the world’s number one online gambling site and revolutionised how the industry engages with customers during live sporting events. This year saw entries from global heavyweights like bet365 as well
as Shell, Universal Pictures and Sony. The awards are judged by an independent jury of 30 industry giants including international advisers, agency experts, media specialists and content creators. Drummond Central worked with bet365 to pioneer the technology allowing data from bet365 to be streamed to its television ads just seconds before they went on air during big matches, capturing the excitement of the game and making betting odds relevant to customers.

Emma Winchurch-Beale, president of the World Media Group and International sales director at the Washington Post, said: “Through specialist technology and setting up an XML feed, Drummond Central was able to launch ‘In-Play betting’, enabling customers to bet on events happening during the game.” The innovation in technology represented a huge advance for the online betting industry and took bet365 from the UK’s eleventh ranked betting company to global number one.

Julie Drummond, CEO and Founder of Drummond Central, said: “The World Media Award is recognition for a truly global campaign. We are absolutely over the moon to have won in
the category of Technology and Telecoms – it’s a testament for the part we played in making bet365 a global sensation as they expanded into different territories.”

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