Betfred switches ad agencies following review
Brothers and Sisters to take over £5m account from previous holders BJL ahead of the new Premier League season
Betfred has handed its £5m advertising account to London-based creative agency Brothers and Sisters following a review of its campaigns last month.
Brothers and Sisters will replace Betfred’s previous partners BJL, and will now be responsible for the Gibraltar-licensee’s new advertising campaign ahead of the forthcoming Premier League football season, which starts in August.
Rakesh Chablani, commercial director at Betfred, said the appointment was triggered by the “challenging times ahead in an ever-increasing competitive marketplace”.
“Brothers and Sisters showed us a concept that I believe will tackle those challenges head on, giving us the stand-out we need,” Chablani added.
The multi-channel campaign is intended to build upon Betfred’s brand and integrate its online and land-based presence into one image.
BJL had worked with Betfred for the last three years and devised the operator’s “you’ll love a bit of Betfred” campaign, however the agency lost out on an extension after an “internal realignment” of the Betfred brand.
Brothers and Sisters’ most notable clients include Sony, Channel 4 and Sky Sports, and the agency has worked on Sky Sports’ most recent advertising campaigns featuring the broadcaster’s new brand ambassador and former England footballer David Beckham.