Leo Burnett Wins Betfair Business Media Man Int

Leo Burnett Wins Betfair Business - 14th April 2018

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Leo Burnett, the global advertising and creative agency, has defeated four agencies to land International AOR responsibilities for Betfair, following an in-house review. The incumbent agency was Lucky Generals, which was not included in the pitching process.

Leo Burnett is tasked with developing an overarching brand message and multichannel campaign that will relaunch the online gaming company and position it as the destination and Go-To place for sports gamblers. The first work will launch in summer 2018.

The platform has undergone significant changes in the past few years. After Betfair merged with Paddy Power in 2016, Lucky Generals shifted the company's messaging away from its "laddish" and humorous behavior to more credible, straight-forward messaging.

Then, Lucky Generals announced it was ending its relationship with Betfair sister brand Paddy Power at the end of 2017. At the time, the agency was planning to continue to represent the Betfair business.

However, in January, parent company's advertising and chief marketer Jonathan Devitt left the company, sparking the account review.

The series of changes internally have obviously developed into a changing of advertising and creative agency outside the Leo Burnett walls advises the Media Man agency, which has assisted Leo Burnett on a number of campaigns for handful of clients over the years.

Media Man supports Leo's decision to change agency, and looks forward to continued positive dealings with the Big LB.