Steve’s breakdown: Rank Interactive, the betting group, is talking to agencies about its $11 million creative and media planning and buying accounts for the online gambling sites Blue Square, Mecca Bingo and Grosvenor Casinos.

MAIDENHEAD, UK: It is understood that the initial stages of the pitch are being handled through the intermediary service at ISBA. Agencies were asked by ISBA to supply credentials, with chemistry meetings said to be starting this week.

The review is believed to encompass Rank Interactive’s stable of websites including Bluesq.com, Bluesqpoker.com, Meccabingo.com, Meccagames.com, Grosvenorcasinos.com and Grosvenorpoker.com.

It is understood that the Aegis Media agency Vizeum has held the online planning and buying for Blue Square and Mecca Bingo in the past. Sources said that the majority of Rank Interactive’s above-the-line creative and buying has been handled in-house.

In March 2010, Mecca Bingo signed a seven-figure, three-year deal with FremantleMedia Enterprises to become the official online gaming partner of ITV’s Britain’s Got Talent.

Rank Interactive did not return calls. ISBA declined to comment.

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