Leo Burnett clinches Betfair creative advertising contract

UK marketing publications reported this week that the Betfair brand in the Paddy Power Betfair group has selected London-based Leo Burnett as its lead creative agency in a group policy which calls for the two brands to have separate creative agencies.

The multi-million sterling account was awarded following a competitive pitch against four other agencies, and will see Leo Burnett replace Lucky Generals.

The brief requires Leo Burnett to handle the campaign for Betfair in the run-up to the 2018 World Cup football championship, working in tandem with Betfair’s media planning and buying agency Mediacom.

Betfair’s head of brand for the UK and Ireland, Stephen Mault, said in a statement that the competitive pitch was informed by a customer-led brief, and that the proposal pitched by Leo Burnett had been exciting.

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