Betfair calls Euro creative review

Betfair is seeking an agency to handle its pan-European advertising business.

Betfair: works with Big Al’s Creative Emporium and also creates campaigns in-house
Betfair: works with Big Al’s Creative Emporium and also creates campaigns in-house

The betting exchange is approaching agencies directly about the review, which will include the UK and selected European markets.

The process will run alongside Betfair’s pan-European media planning and buying review, which kicked off in January. Arena Media has handled planning and buying in the UK since January 2012.

Betfair has worked with Big Al’s Creative Emporium on its advertising business since June 2011 but also creates some of its campaigns in-house. Karmarama handles Betfair’s digital account.

The betting company spends £3 million on adver­tising in the UK, according to Nielsen. Its most recent pan-European ad campaign, which was launched last year, made direct price comparisons with rivals including William Hill and Bet365.

The ad, created in-house, featured a new strapline, "Don’t settle for less", and ran across TV, print and online.

In August last year, Betfair signed a deal to sponsor the Europa League on ESPN, covering all live matches, repeats and highlights shows.

The deal followed an overhaul of Betfair’s sports sponsorship activity that included introducing Will Greenwood, Michael Vaughan, Lee Dixon and Paul Nicholls as brand ambassadors.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).