Betfred has selected mFuse as the operator’s new media planning and buying agency in the UK to lead the operator’s advertising strategy.
The WPP-owned agency will replace BBJ&K in the role, with Betfred deciding to refresh its media agency partner after five years.
After what was described as a “competitive pitch process”, mFuse will now lead on strategy, planning and media buying for TV, radio, on-demand and out-of-home.
The agency has offices in London and Manchester, and counts broadband provider TalkTalk, Virgin Money and Transport for Greater Manchester as current clients.
As per mFuse, the new partnership comes as Betfred plans on “accelerating its online market share and challenging digital-first rivals” in the UK.
Key to the partnership will be mFuse’s use of AI technology by tapping WPP Open, its parent company’s “intelligent marketing operating system”.
Gerry Magee, Betfred UK brand and marketing director, said: “We chose mFuse as our media partner because they understood our vision for Betfred’s future.
“Their progressive media strategy, planning and competitive buying demonstrated a commitment to helping us achieve our accelerated growth objectives.
“We were impressed by mFuse’s challenger mindset, which aligns perfectly with our own marketing style and business roots.”
Mark Newnes, mFuse managing director, added: “We’re delighted to partner with one of the world’s most respected gaming brands as it continues to evolve its online innovation.
“We’re proud to bring together creativity, smart planning and the latest AI-powered suite of products to help Betfred stand out in a competitive market.”
In February, Betfred partnered with Sergeant Walnuts to launch its Cheltenham Festival campaign.
The operator is also the headline sponsor of all five British Classics: the 1,000 and 2,000 Guineas at Newmarket, the Oaks and Derby at Epsom and Doncaster’s St Leger.
Earlier this week, Ladbrokes also revealed its advertising campaign in partnership with its new creative agency, Atomic London.
The post Betfred chooses new creative agency to achieve “accelerated growth objectives” first appeared on EGR Intel.
Warrington-based bookmaker taps mFuse as its new partner, with plans in place to launch new campaigns across TV, on-demand, radio and out-of-home
The post Betfred chooses new creative agency to achieve “accelerated growth objectives” first appeared on EGR Intel.