Betfair appoints MCHI to £7 million media account

LONDON - Betfair, the online betting exchange, has appointed MCHI to handle its £7 million media account.

Betfair…appointed MCHI to handle media
Betfair…appointed MCHI to handle media

The agency, a joint venture between CHI & Partners and WPP's Group M, landed the business in a final shoot-out against the incumbent, WPP's Maxus.

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 centres on the UK, but the brief hinted that there may also be an international element.