Betfair appoints Leo Burnett London as new creative lead

UK marketing news source The Drum has reported that FTSE100 betting group Paddy Power Betfair (PPB) has appointed Leo Burnett London as new creative lead for its Betfair brand.

This February, Betfair marketing called for a creative review as PPB’s new leadership team moved to restructure the group’s marketing agency set-up, preferring for its lead brands to be serviced by separate creative agencies.

Leo Burnett is reported to have won the multi-million £ Betfair account following a competitive pitch process featuring five agencies.

The London agency takes over the betting account from former incumbent Lucky Generals, who no longer maintain a relationship with PPB marketing.

As new creative lead, Leo Burnett will be tasked with delivering Betfair’s multi-million World Cup 2018 marketing campaign, working alongside MediaCom, Betfair’s lead media planning and buying agency.

Leo Burnett London will report to Stephen Mault, Betfair Brand Director for the UK & Ireland, who commented on the appointment;

“We went to pitch with a customer-led brief and were really excited by the work Leo Burnett presented. We look forward to launching a new Betfair brand proposition in 2018 and bringing it to life across all our key territories.”