Betfair set to shake up its ads

Betfair Casino advertA still from one of Betfair's casino adverts...

London-based ad agency Big Al's Creative Emporium (BACE) have been dropped by Betfair, after a two-year stint creating ads for the company's betting exchange and online casino.

BACE re-pitched for the account during a two-month selection process but were told that they had been unsuccessful.

The agency is keen to remain involved with the gaming industry and has worked with Paddy Power on previous ad campaigns. Big Al's says that the likely reason the gambling giant decided not to retain them, was due to new management seeking to make changes.

While Betfair is expected to announce who will be taking on the role of creating ads for them, they've already awarded their combined UK and Europe media account to Arena Media. Henry Daglish, Arena's deputy MD, referred to the contract as "a major accolade" which demonstrates his company's "strength in the sector".

While Arena has been working on Betfair's offline UK account for the last fifteen months, they have now taken on responsibility for online media, buying for Betfair – which was previously handled by Essence. Although the gambling operator asked for Essence not to re-pitch as they were seeking a candidate with both offline and online capabilities, Arena will not be responsible for Betfair's social media and SEO account, which will continue to be operated in-house.

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