New Direction… Betway appoints OMD UK as new lead media agency

Anthony Werkman, Betway

Updating the market, Betway has this morning informed that it has selected OMD UK to lead its UK media planning and buying account valued at a spend of + £30 million per year.

With the assistance of intermediary service AAR, Betway held discussions with multiple agencies, before instigating a four-way pitch process that was won by OMD UK (Omnicom Group subsidiary).

OMD UK will takeover the Betway account from April 2018 onwards, replacing long-term incumbent Starcom London as Betway’s lead media strategist.

In 2018, Betway has moved to restructure its marketing operations, led by new Chief Executive Anthony Werkman.

Updating stakeholders, Betway CEO Anthony Werkman said: “We are thrilled to announce our partnership with OMD. Over the course of the detailed selection process, they demonstrated not only their technical competency but also their shared commitment to demonstrating our ‘For the love of the game’ philosophy.

“The possibilities this partnership presents us in the UK are incredibly exciting. We look forward to OMD keeping the Betway brand front of mind among our target audience while adhering to the strict responsible marketing principles that run throughout our business.”

Dan Clays – OMD UK

This March, Betway executives called for a creative pitch, to replace London agency Above+Beyond. The online bookmaker detailed that it wanted to revamp its brand identity and coverage for a crucial World Cup year.

One of the largest UK media agencies, OMD UK specialises in servicing high-spend advertising accounts, working for major brands including Barclays, PepsiCo and McDonalds.

Dan Clays, CEO of OMD UK, said: “We are absolutely delighted to be appointed as Betway’s UK media agency partner.  We’ve been massively impressed and excited by the ambition of the business, the potential of the Betway brand proposition and the opportunity for media innovation.”

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