SBC News Voice of the Sports Betting Industry
Betfair has confirmed that it will undertake a review its European media buying account handled by Havas Media Group agency; Arena.
The review of the sports betting operator’s media planning has been called by newly promoted Chief Marketing Officer (CMO) Johnny Devitt. Betfair had created the CMO role for Devitt following the departure of Brand Director Mark Ody, merging the operator’s digital marketing and brand initiatives and responsibilities.
Media news source Marketing Week has reported that the media planning and buying review is part of a wider corporate review of Betfair marketing activities.
The review follows Chief Executive Breon Corcoran announcement that the operator would look to ramp up its marketing spend following a hike in company revenues to $115 million in Q1 2015.
Betfair’s European media account is estimated to be worth £15 million, as yet Arena have not publicly commented on the account review. Betfair last held a media planning review in 2013.
