Paddy Power Betfair seeks to merge advertising accounts

Jonathan Devitt

The Irish Independent reports that recently merged Paddy Power Betfair (PPB) will look to cut one of its media agencies.

Seeking further corporate alignment between Paddy Power and Betfair assets, PPB governance is reported to want to merge its entire + £40 million advertising account under the control of one lead agency.

PPB will review its marketing planning and buying accounts handled by M2M for Paddy Power (since 2009) and MediaCom for Betfair (since 2015). It is understood both M2M nor MediaCom could be reached for comment.oth Paddy Power’s and Betfair’s branding campaigns will remain separate.

Following the completion of its merger in January, PPB governance has publically stated that it will look to undertake cost savings in its marketing operations and initiatives.

PPB has restructured its marketing division appointing Betfair’s Jonathan Devitt to the new role of Group Chief Marketing Officer.

Further synergy led changes to PPB operations, have seen the appointment of Paddy Power veteran Ken Robertson to the merged role of Advertising Director.

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