Exclusive: Big Al's dropped by Betfair
Creative agency proud of work with operator and keen to continue work in industry
Big Al’s Creative Emporium (BACE) has not been retained by Betfair as its creative agency, eGaming Review has learned.
The London-based agency, which has previously also worked with Paddy Power, is keen to remain involved with the egaming industry despite missing out on the new contract. It has been involved with Betfair for just under two years, after signing up with the operator in June 2011 in a move which saw it cut ties with Paddys.
BACE was invited to re-pitch for the creative account and was one of five candidates to respond to a request for information (RFI) from Betfair earlier this year, however a spokesperson for the company confirmed to eGaming Review that it had been unsuccessful.
“We feel we have helped put the brand back on track and wish them all the best, but sometimes when new management comes in they want to make changes,” the spokesman said. A spokesperson for Betfair declined to comment when contacted by eGR.
Betfair is poised to announce its new creative agency this week following a selection process lasting two months. The operator has also selected Arena Media to take charge of its combined UK and European media account.
The media group has worked on the London-listed operator’s UK offline account for the past 15 months and was invited to present a new pitch for the consolidated online and offline account. However, social media and SEO will continue to be run in-house.
Essence, the pure-online business which previously handled online media buying for the operator, was not asked to re-pitch due to Betfair’s desire for a candidate with online and offline capabilities.
Arena deputy MD Henry Daglish described winning the pitch as a “major accolade” which demonstrates the agency’s “strength in this sector”.
Betfair brand director Mark Ody, who joined the operator from Guinness in December said that Arena would be a “key part” of “an exciting new phase” for the company.
“As an agency they have demonstrated great expertise, passion and an understanding for our business, with digital at the core of their proposition. We look forward to continuing our work with them,” he said.