Betfair to make decision on creative RFP next month
Five companies responded to RFI in March - four have progressed to the pitch stage.
Betfair will select a marketing agency to take responsibility for its Europe-wide ad content in May, following a two-month selection process.
The operator issued a request for information (RFI) in March, to which five companies responded, with four progressing to the pitch stage.
According to CampaignLive, three other companies opted not to respond to the RFI, with one potential candidate claiming “Betfair were essentially asking us to submit creative ideas as part of the RFI and we thought that was not how we wanted to do things”.
Noting that “The pitch process is ongoing,” the Betfair spokesman explained “There was a very clear process and timeline included in the briefing document.”
Betfair signed up with marketing agency Big Al’s Creative Emporium in 2011, however the Betfair spokesman was unable to confirm the level of involvement BACE will have with the operator following the appointment of a new agency next month.
Earlier this week the operator saw a recent advert banned by the Advertising Standards Authority (ASA), with the authority deeming the ad “likely to mislead viewers regarding the relative value of betting with Betfair.”
Betfair is subject to early stage talks concerning a potential takeover from private equity firm CVC Partners, which could see it taken private less than three years after floating on the London Stock Exchange.