VaynerMedia named social creative, production agency for Allwyn
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.
The two-year partnership marks a strategic shift to social-first marketing as the cornerstone of Allwyn’s global brand.
The appointment reflects Allwyn’s commitment to move beyond traditional marketing and prioritise social-first content, serving as the primary vehicle to drive brand equity and awareness across its marketing.
The remit spans globally, with the brand leveraging VaynerMedia’s social-native creative capabilities to deliver platform-first creative strategies at scale. The agency will work closely with Allwyn’s marketing leadership to build a compelling brand presence across Instagram, TikTok, Facebook, and YouTube Shorts This move underscores Allwyn’s broader ambition to modernise how it shows up to customers, meeting audiences exactly where they already spend their time and attention.
“Allwyn is stepping into a new era of how the brand connects, delights and entertains its audiences,” says Tatiana Jouanneau, group chief brand officer at Allwyn. “If you’re not shaping culture, you’re chasing it – and for us, that’s not an option.
Today, attention is earned in the scroll, not assumed. Allwyn will be showing up with ideas that are native to the platforms, grounded in culture, and impossible to ignore. VaynerMedia stood out for exactly that – their instinct for where culture is going and their ability to turn it into work that connects in real time. This partnership isn’t just about doing social better. It’s about building a brand that lives in culture, moves at the speed of it, and creates meaningful connections that spark emotion every day.” Tatiana Jouanneau adds.
“Allwyn is a forward-thinking company that fundamentally understands the assignment: relevance is the gateway to business growth.” VaynerMedia international president Marcus Krzastek shares, “You cannot build a modern, global brand without a social-first mindset that prioritises consumer attention and culture. We are thrilled to partner with the Allwyn team to produce platform-native creative at scale and drive real, measurable impact for their business.”
https://5star.media/2026/05/20/vaynermedia-named-social-creative-production-agency-for-allwyn/