Riley's wants to attract a broader range of customers than simply die-hard pool fans. It will position the halls as places people can come to eat, drink and socialise as well as play pool.
The company wants to compete effectively with independent pool and snooker halls, cinema, bowling alleys and general leisure venues.
CMG's brief is to build local awareness of the clubs. It will also handle marketing and media buying. The agency won the account following a three-way pitch.
Riley's currently has 162 sites nationwide. It has been previously reported that the smoking ban has affected the company's trading conditions.