Saatch & Saatchi wins Betway advertising account

Online gambling group Betway has selected Saatchi & Saatchi as its new lead creative agency following a four-way competitive pitch process managed by the AAR.

The betting brand began the search after announcing its split with Above + Beyond in March after a seven-year business relationship.

The publication Campaign Live reports that Saatchi has been tasked with devising a major global campaign targeted for a 2019 roll-out in order to reach new global markets. Spanning TV, out-of-home, radio, press and digital, the Euro 100 million push will be introduced across the UK, Ireland, Italy, Germany, Belgium and Spain.

Anthony Werkman, chief executive of Betway, said: “As our industry and consumer behaviours change, sport remains a social currency around the world. 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.”

Sam Hawkey, chief operating officer of Saatchi & Saatchi, added: “Betway is a business on a strong growth trajectory and we’re delighted be to working with them on the brand’s creative evolution both here in the U.K. and beyond.”

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