Betway appoints Saatchi & Saatchi to deliver ‘new marketing direction’

Anthony Werkman, Betway

Betway has confirmed the appointment of Saatchi & Saatchi London as its new lead creative agency, as the online bookmaker finalises its marketing restructure.

Saatchi & Saatchi, one of the highest profile international marketing agencies will work on Betway’s multi-million £/€ Pan-European account, developing creative concepts for the UK, Ireland, Spain, Germany and Belgium as key target markets for the betting operator.

Updating the market, Betway informs that its marketing team has started work with Saatchi & Saatchi ‘towards a major global campaign launch and regional roll out in 2019, supporting Betway’s growth into new markets worldwide’.

At the start of 2018, new Betway CEO Anthony Werkman called for a company-wide marketing agency restructure, seeking to refresh the bookmaker’s creative and media planning direction.

Anthony Werkman, CEO, Betway said: “As our industry and consumer behaviours change, sport remains a social currency around the world. We’re excited to work with Saatchi & Saatchi on exploring new creative ways to connect with today’s consumers while developing the next phase of our business.

Sam Hawkey – Saatchi & Saatchi

Last March, Werkman announced OMD UK as Betway’s lead media planning and buying agency, handling its estimated £30 million account.

Sam Hawkey, COO, Saatchi & Saatchi, said: “Betway is a business on a strong growth trajectory and we’re delighted be to working with them on the brand’s creative evolution both here in the U.K. and beyond. This ambition for their business and brand coupled with their appetite for great creative work means we can’t wait to get stuck in!”

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