Leo Burnett Wins Betfair Business

Leo Burnett 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 part of the pitch 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 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.



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