Leo Burnett defeated four agencies to win the business. The review was handled in-house.
The incumbent agency was Lucky Generals, who were not part of the pitch process.
The agency has been briefed to create an over-arching brand idea and multi-channel campaign that relaunches the Betfair brand. The campaign, which will break in the summer, will position Betfair as the destination for sports bettors.
Stephen Mault, UK/Ire Brand Director said in the press release: “We went to pitch with a customer led brief and were really excited by the work Leo Burnett presented. We look forward to launching a new Betfair brand proposition in 2018 and bringing it to life across all our key territories”.
Gareth Collins at Leo Burnett added: “We are delighted to embark on our new partnership with Betfair, one of the genuine innovators of the industry and we look forward to doing great work together”.