Betfair signs up Big Al's Creative Emporium
Creative agency cuts ties with Paddy Power as a result of the agreement.
Betfair has appointed Big Al’s Creative Emporium (BACE) to work on new marketing campaigns, beginning its partnership with the creative agency with immediate effect.
As a result of the deal, which a spokesman for the betting exchange confirmed is “right up there with our biggest marketing commitments,” BACE has cut ties with Paddy Power.
While the deal is non-exclusive, the spokesman confirmed that it was worth a “multimillion pound figure.”
Having worked with Paddy Power on a number of its advertising campaigns, as well as previous partnerships with Pokerstars and King.com, BACE will now be focused on Betfair’s “creative and social strategy” around its sporting ambassadors.
The Gibraltar-licensed company currently boasts cricketer Michael Vaughan, rugby player Will Greenwood and jockey Paul Nicholls among its ambassadors, and the spokesman told eGaming Review that “other names [will be] added in the near future”
He added that “This campaign isn’t actually about a big TV push, instead focussing on other channels and particularly around building engagement online,” explaining that mobile and social channels would be a key area of focus.
The agreement has prompted Paddy Power to review its £6m creative account, according to advertising news website CampaignLive.co.uk. This review is being carried out by Paddy Power’s marketing director Barni Evans, who spoke to this magazine last month about his company’s marketing strategies.