Paddy Power Betfair appoints MediaCom & Lucky Generals as lead media agencies

Jonathan Devitt

Following April’s news that Paddy Power Betfair (PPB) would seek to merge its media and advertising accounts, following a restructure of its group marketing leadership.

UK marketing news source ‘Campaign Live’ today reports that PPB’s merged marketing account will be handled by MediaCom (for PPB planning & buying) and Lucky Generals (for PPB creative strategy).

Merging its media assets, MediaCom who are lead agency for Betfair will takeover Paddy Power media planning from M2M. While long-term Paddy Power creative advisor Lucky Generals will now lead Betfair creative strategy and execution.

Campaign Live values the merged PPB media account at an estimated £40 million. Prior to its review PPB governance had outlined that the operator would look to reduce costs within its marketing operations as the firm looks to implement + £100 million in post-merger savings.  

Following its leadership restructure, PPB’s marketing division is led by Jonathan Devitt, who heads the newly created role of Group Chief Marketing Officer. Paddy Power marketing veteran Ken Robertson has been appointed to group Advertising Director, leading brand and creative initiatives.

PPB will likely keep a separate media strategy for both Paddy Power and Betfair brands as both operators have cultivated unique audiences from previous marketing campaigns.

PPB marketing is yet to officially confirm the selection of MediaCom and Lucky Generals as its lead agencies.

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