Betway hires new ad agency to boost UK marketing presence
OMD UK wins four-way pitch to lead the operator’s £30m per year marketing campaign
Betway’s has appointed a new media agency, OMD UK, to oversee its UK marketing activity in a deal thought to be worth more than £30m per year.
The operator held discussions with multiple ad agencies before a four-way pitching process was won by OMD UK.
The agency has previously run successful campaigns for the likes of Barclays, Pepsi and McDonald’s and will work with Betway from April 2018.
Betway CEO Anthony Werkman said: “We are thrilled to announce our partnership with OMD and the possibilities this partnership presents us with in the UK are incredibly exciting.
“Over the course of a detailed selection process, they demonstrated not only their technical competency, but also their shared commitment to demonstrating our ‘For the love of the game’ philosophy.
“We look forward to OMD keeping the Betway brand front of mind among our target audience, while adhering to the strict responsible marketing principles that run throughout our business,” he added.
The Betway brand is best known for sponsoring Premier League club West Ham Unitedbut the operator concluded its seven-year partnership with marketing firm Starcom in late 2017.
OMD UK CEO Dan Clays said: “We are absolutely delighted to be appointed as Betway’s UK media agency partner.
“We’ve been massively impressed and excited by the ambition of the business, the potential of the Betway brand proposition and the opportunity for media innovation,” he added.
Betway were among several gambling industry companies searching for a new creative agency, including UK lottery operator Camelot and responsible gambling charity, GambleAware.