Brothers and Sisters will be charged with creating new campaign and media strategies for the Manchester based bookmaker and refreshing the Betfred brand digitally. Media news source CampaignLive estimated the Betfred media budget to be more than £5 million.
The announcement will mean that Betfred will terminate its relationship with advertising agency BJL.
Betfred announced that it would be rolling out new advertising for August 2014, under the guidance of Brothers and Sisters.
Rakesh Chablani, managing director for Petfre, the owners of Betfred, said: “We face challenging times ahead in an ever-increasing competitive marketplace. Brothers and Sisters showed us a concept that I believe will tackle those challenges head on, giving us the stand out we need.”