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19 March, 2018 – Betway, the global betting site, has appointed OMD UK as its new media agency in the UK to oversee an account valued at over £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 UK will support Betway with media services in the UK only from April 2018 onwards. Part of the Omnicom Group, OMD UK 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 online 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.”
The Betway Group is a leading provider of first-class entertainment across sports betting, casino, bingo and poker. Launched in 2006, the company operates across a number of regulated online markets and holds licences in the UK, Malta, Italy, Denmark, Spain, Belgium, Germany and Ireland.
Based in Malta and Guernsey, with support from London, Isle of Man, Stockholm and Cape Town, the Betway team comprises over 1,000 people.
Betway prides itself on providing its customers with a bespoke, fun and informed betting experience, supported by a safe and secure environment.
Betway is a member of several prominent industry-related bodies, including ESSA, the Independent Betting Adjudication Service (IBAS) and the Remote Gambling Association (RGA), and is accredited by trusted international testing agency eCOGRA. It is also a partner of the Professional Players Federation (PPF) and is a donor to the Responsible Gambling Trust.
In addition to the flagship Betway brand, the Betway Group operates a number of other brands including Dream Bingo, Bingo on the Box, Spin Casino and the Hippodrome Online Casino. For more information about Betway’s various products and licenced brands, please visit www.betwaygroup.com.
About OMD UK
OMD UK is an integrated media and marketing company that represents some of the world’s biggest brands, including Google, PepsiCo, Barclays, McDonald’s, Disney, Channel 4 and easyJet. OMD UK is part of a global OMD network, the most awarded media network globally with more than 8,500 people in over 120 offices.
About Omnicom Media Group
Omnicom Media Group (OMG) is the media division of Omnicom Group Inc. Its businesses include leading media service companies OMD Worldwide and PHD Network as well as a number of specialised companies in areas including search engine marketing, sports and entertainment marketing, econometric modelling, branded content production, corporate asset barter and ethnic marketing.
About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, media, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
Source: European Gaming Industry News