MediaCom lands lucrative Betfair media account

International media agency MediaCom has won the GBP 15 million media planning and buying account from Betfair, replacing Havas Media Group agency Arena, which did not re-pitch for the contract.

Betfair’s new CMO, Johnny Devitt called for a review of European media activity in May this year, and plans to overhaul Betfair’s marketing activities to improve costs and return on investment.

Last year Betfair invested GBP 28 million more on marketing and customer bonuses than in the preceding year.