The Works Sydney has been appointed as advertising agency for Tabcorp-owned game of chance Keno following a competitive pitch.

The Works and another undisclosed agency were against each other in the final round, with The Works being handed the advertising reins.

The Works will manage strategy, creative, digital and social for the Keno brand, with work starting immediately.

“Keno is a great Australian brand and has got a fantastic growth agenda, we’re looking forward to working with the Keno team to ensure it continues to hold a special place in Australia’s entertainment landscape,” Damian Pincus, creative partner and founder of The Works, said.

“There are great reasons to play Keno and our strategy will focus on the emotional aspect of playing the game combined with the rational benefits it can bring.”

OMD manage media planning and buying for Keno.