Omaze awards corporate PR brief to The Romans

Omaze, the entertainment company with a social purpose that raises money for charity by offering people the chance to win life-changing prizes, has appointed communications agency The Romans for a retained corporate affairs brief.

The Romans will work directly with Omaze Founder and CEO Matt Pohlson, as well as the wider Executive and Communications teams, to help promote and protect the business as it continues its rapid growth. 

Founded in the US in 2012, Omaze launched in the UK in 2020 and has built a reputation for life-changing luxury properties and prizes it gives subscribers and other players a chance to win. It is perhaps best known for the Omaze Million Pound House Draw, which has earned the brand a unique place in British culture. Since 2020 the Omaze community has raised over £105,000,000 for UK charities like Teenage Cancer Trust, British Heart Foundation, Marie Curie, Alzheimer’s Research UK and the RSPCA. 

The Romans’ task is to drive understanding of Omaze’s unique business model as well as its charitable and social impact, leveraging its place in culture to earn even greater corporate credibility. The agency’s Social team will also play a role, looking after strategy and execution for key channels.

The account will be led by Managing Director of Corporate, Yani Giazizoglou, who joined The Romans from Headland in the spring. 

Matt Pohlson, Founder and CEO of Omaze, said: “Omaze has always been about challenging the idea that doing good and building a great business has to be a trade-off. We’ve built an entertainment company that gives people the chance to dream big, have fun and, at the same time, make a meaningful difference to causes they care about.

“The Romans share our ambition to tell that story in a way that is credible, culturally relevant and true to who we are. We’re excited to have them alongside us for the next chapter.”

Yani Giazizoglou, Managing Director of Corporate at The Romans, said: “Omaze is one of those brands that everyone has heard of (and probably entered a few times to win that dream house). The Million Pound House Draw has earned it a proper place in British culture. Fewer people understand the social impact story at the heart of this rapidly growing business. Our job is peak Romans: leverage the cultural conversation to build corporate reputation.”

Executive Director of Corporate at The Romans, Sam Hodges, added “Working with Matt and the team at Omaze is a real reflection of the momentum behind The Romans’ Corporate division. Since we launched in 2023, we’ve built a great team, and a fantastic roster of ambitious, high-profile businesses that reflect the scale of our ambition. 

“Bringing a brand as culturally significant as Omaze into that mix is a major milestone as we continue to invest in the expertise and ideas to keep that  growth going.”

The appointment by Omaze  adds further to The Romans’ growing corporate division. Launched by Sam Hodges in 2023, the fast-growing division has quadrupled both in size and revenue since its launch, working with brands including B&Q, Equinix, HEINEKEN, Ingka Centres, and Stanley 1913. 

The Romans has a global headcount of over 200, with offices in London, New York, Amsterdam, Dubai, and Berlin. The agency’s specialisms span Consumer, Corporate and Reputation, Sports and Entertainment, and Social. Named ‘Agency of the Year’ every year since 2018, The Romans’ client roster includes Nothing, Amble, B&Q, Equinix, Lidl and . It was recently awarded first-ever PR Agency of the Year by Cannes Lions International Festival of Creativity, and PR Agency of The Year by PRWeek and Campaign. In May it was named Global Agency of The Year at the PR Week Global Awards, for the second consecutive year.