The merged Paddy Power-Betfair gambling group has effected major changes to its advertising agencies, according to a report in the marketing publication Campaign Live this week, which revealed that the group’s multi-million pound sterling marketing account will be handled by MediaCom, controlling planning and media buying, with creative work going to the Lucky Generals agency.
Mediacom was previously the Betfair lead agency, and now assumes control of media from M2M. Lucky Generals was previously Paddy Power’s lead creative advisor, and now assumes these responsibilities for Betfair as well.
Industry observers estimate that the Paddy Power-Betfair advertising budget is of the order of GBP 40 million.
The merged group’s marketing infrastructure is headed by Jonathan Devitt, with Paddy Power marketing expert Ken Robertson responsible for advertising, brand awareness and creative initiatives. The merged group has already revealed that it plans to retain the distinct and well-established brand identities of its two constituent parts.