148. Fairer NDAs | Rise of gaming divisions | Charlie Rudd profile

When Dept opened a games-focused division called Dept/Games, the agency cited a vast majority of younger audiences identifying as gamers (88% of Gen Z) as a reason for creating the division.

Campaign’s technology and gaming editor Coral Cripps quizzes Suzy Barnes, chief executive of Diva, Brent Koning, global lead at Dentsu Gaming, and Rachel Rakowski, global head of gaming at We Are Social.

They discuss industry trends, favourite campaigns and why more agencies are dedicating entire teams and divisions towards gaming.

Campaign's creativity and culture editor Gurjit Degun and work and inspiration editor Imogen Watson also comment on the latest articles on this website, including a profile piece on Charlie Rudd, group chief executive at Publicis.Poke, Leo Burnett and Fallon, and a feature on non-disclosure agreements.

With Charlie Rudd at the helm, Leo Burnett UK achieved an “excellent” score of eight in Campaign's School Reports this year – also taking home the Creative Agency, Creative Leader and Strategic Leader trophies at Campaign’s Agency of the Year Awards.

Further reading:

Charlie Rudd: the man who makes you want to buy

Harassment in adland: agencies hesitate in stamping out gagging clauses

Dept launches gaming division after finding '88% of Gen Z are gamers'

Gaming-focused agency Diva launches media division

We Are Social appoints global head of gaming division

Dentsu hires Electronic Arts exec to head global gaming ops

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