Betfair launches media planning review
Agencies invited to pitch for operatorâs media planning and buying contract as part of wider marketing reorganisation
Betfairâs new chief marketing officer has kicked-off a review of the operatorâs £15m European media planning and buying operation, which is currently handled by Havas Media Group agency Arena.
The review is the first major move by Johnny Devitt since he was promoted from his position as director of online marketing into the newly created CMO role last month.
Betfair this morning told eGaming Review the company was âin a review periodâ but refused to comment further, although it has been reported that Arena, which has handled Betfairâs media for the past two years, will not be repitching for the account.
Betfair CEO Breon Corcoran recently pledged to continue to spend heavily on marketing which was âdelivering sustained growthâ. The company spent £124.2m on sales and marketing in FY2014, up 10% on 2013.
Reports suggest the review will see a merging of the firmâs online marketing and branding, in a move predicated by the creation of the new CMO position, following the departure of brand director Mark Ody earlier this year.
Betfair will be hoping to avoid a repeat of the tender process which saw Arena assume marketing responsibilities in 2013. It was reported at the time that several agencies withdrew from the review after being asked to present creative at what they considered too early a stage in the process.