Betfair has confirmed that it has awarded its £15 million European media planning and buying account to international media agency MediaCom.
MedicCom will replace Havas Media Group agency Arena, who declined to re-pitch its services to Betfair, Arena had been lead media planner for Betfair since 2013.
Betfair had announced it would conduct a European media planning and buying review in May of this year.
The European media review had been called by new Chief Marketing Officer Johnny Devitt who replaced former Brand Director Mark Ody merging the operators marketing and brand initiatives.
Devitt and Betfair CEO Breon Corcoran have called for a review of Betfair’s marketing activities as the operator looks to optimise spend and ROI. It is highly likely that the operator will launch new marketing campaigns for its European operations
MediaCom will take over as lead planner to one of the biggest media accounts in the sports betting sector. Betfair spent £28 million more on marketing and customer bonuses in the financial year to 30 April compared with the previous year.
At Present MediaCom and Betfair declined to comment on the appointment