Betfred set to revamp marketing efforts?

Reports in the British marketing media indicate that the online and land gambling group Betfred has embarked on a review of its marketing strategies, and is setting up competitive pitching processes that could involve several agencies.

The gambling firm has engaged the services of marketing consultants Creativebrief to help with both strategising and organising an appropriate pitching process, with the important objective of developing a new approach ahead of the 2014-2015 Premier football season.

The response from the advertising industry is likely to be enthusiastic; the multi-media campaign contract is potentially worth around GBP 5 million and it will have a particular focus on the mobile channel.

Betfred expects to be in a position to name the contract winner/s by the first week in July this year.

BJL, which currently holds the Betfred account, has been asked to re-pitch.