The review, which was handled by the AAR, involved a final shootout against TBWA\ London. Saatchi & Saatchi, 4creative, DDB London and Quiet Storm were all involved at an earlier stage.
WCRS will develop a brand idea for Totesport, to be applied in all of its advertising and across its business; its first task will be to roll out a campaign, including a series of idents, to support Totesport's sponsorship of Channel 4 racing.
Keith Oliver, the Totesport marketing director, said: "We have been lucky to have seen a range of high-quality pitches, but WCRS's thinking and creativity gave it the edge."
Will Orr, the managing director of WCRS, said: "The brief was refreshingly simple: do some famous work. We are delighted to have been chosen from such a strong list."
Totesport is upping its advertising spend in the face of increased competition. It is up against bookmakers including Ladbrokes, William Hill and Paddy Power. As well as retail outlets, it also operates a website, totesport.com, which includes an online casino and live betting on sports.
The appointment does not affect Media Shop, Totesport's media agency.
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