Betway has appointed marketing firm Saatchi and Saatchi as its new lead creative agency, as part of a strategy to drive international growth.
The online bookmaker, which announced a marketing restructure earlier this year, announced the agency will manage the brand’s creative direction in the key target markets of Ireland, Spain, Germany, Belgium, and the UK.
“As our industry and consumer behaviours change, sport remains a social currency around the world,” said Betway CEO Anthony Werkman. “We’re excited to work with Saatchi & Saatchi on exploring new creative ways to connect with today’s consumers while developing the next phase of our business.”
In August, Betway announced the setting aside of $116m for marketing throughout 2019, following the appointment in March of OMD UK as the firm’s media planning and buying agency, a contract worth $38m annually.
Saatchi and Saatchi replace Betway’s previous creative agency Above and Beyond.
“Betway is a business on a strong growth trajectory,” said Saatchi and Saatchi COO Sam Hawkey. “We’re delighted be to working with them on the brand’s creative evolution both here in the UK and beyond.”
“This ambition for their business and brand coupled with their appetite for great creative work means we can’t wait to get stuck in.”