Betway appoints OMD as UK media agency

Betway, the global betting site, has appointed OMD as its new UK media agency to oversee an account valued at £30m per year.

With assistance from intermediary service AAR, Betway held discussions with multiple agencies, before instigating a four-way pitch process that was won by OMD UK.

OMD will support Betway with media services in the UK only from April 2018 onwards. Part of the Omnicom Group, OMD works with many major brands, including Barclays, PepsiCo and McDonalds.

Betway, which is official principal partner of Premier League football club West Ham United and offers sports betting, casino, bingo and poker in multiple regulated markets, concluded its seven-year partnership with Starcom in late 2017.

Betway CEO Anthony Werkman said: “We are thrilled to announce our partnership with OMD. Over the course of the detailed selection process, they demonstrated not only their technical competency but also their shared commitment to demonstrating our ‘For the love of the game’ philosophy.

“The possibilities this partnership presents us in the UK are incredibly exciting. We look forward to OMD keeping the Betway brand front of mind among our target audience, while adhering to the strict responsible marketing principles that run throughout our business.”

Dan Clays, CEO of OMD UK, said: “We are absolutely delighted to be appointed as Betway’s UK media agency partner.  We’ve been massively impressed and excited by the ambition of the business, the potential of the Betway brand proposition and the opportunity for media innovation.”


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