London creative strategy agency Cubo, has been awarded Betfair’s brand management account ahead of the start of the new Premier League season on 8 August.
Cubo will launch and manage the operator’s first ‘above-the-line’ campaign for the start of the English football season titled “More to Play For”. The campaign will utilise multiple media channels including TV, Radio, Press and Digital.
Speaking to marketing news source Campaign Live Dave Smith Director of Advertising at Betfair commenting on the agency appointment
“Cubo has a genuine love of football and an understanding of the recreational bettor, and the capacity to develop strong creative ideas across multiple channels that integrate well. Cubo also understands that Betfair must form a meaningful and emotional connection with football bettors by embracing the culture and spirit of football.”
The appointment of Cubo continues Betfair senior management’s revamp of marketing strategies and initiatives. In July the operator announced that it had awarded its European media buying account to international media agency MediaCom, who replaced Havas Media Group agency Arena.
Betfair’s marketing review has been carried out by new Chief Marketing Officer Johnny Devitt, the marketing review had been ordered at the start of 2015 by CEO Breon Corcoran