Betfair kicks off review of £7m UK offline media account

LONDON - Betfair, the online betting company, has called a review of its estimated £7 million UK offline media planning and buying account, currently held by Maxus. The pitch will be handled by the AAR.

Betfair…Albion handles the betting company's ad business
Betfair…Albion handles the betting company's ad business

Betfair, which is planning a significant increase in media spend, has briefed agencies to make it "the betting person's first choice".

It also wants to position its poker site to appeal to a younger generation of players who have grown up with the online game.

The account up for pitch centres on the UK, but the brief hints that there may also be an international element.

The WPP-owned Maxus, then BJK&E, won the Betfair business in February 2007 without a formal pitch. At the same time, Albion was appointed to handle the advertising account.

To distinguish the brand from that favoured by expert gamblers who also use other sites, the gaming site launched a campaign in February, by Albion, featuring poster ads with the strapline: "Join the new breed."

Earlier this month, Betfair became the official betting partner of the England and Wales Cricket Board. It will also use its "Betfair Blimp" to provide Sky Sports with aerial footage during this summer's npower Ashes Test series.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,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


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"...


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).