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Betfair has selected Leo Burnett, a London-based agency, as its creative agency in a bid to relaunch the brand across international markets.

According to reports, Leo Burnett was chosen after a competitive review that featured five agencies. Interestingly, Lucky Generals, Betfair’s incumbent creative agency, was not among the five agencies under review.

Leo Burnett will focus on relaunching the brand with the idea of Betfair being a destination for sports punters, with a multi-channel campaign to go live in the summer.

Stephen Mault, UK and Ireland brand director at Betfair, said: “We went to pitch with a customer-led brief and were really excited by the work Leo Burnett presented.”

“We look forward to launching a new Betfair brand proposition in 2018 and bringing it to life across all our key territories.”

Source: European Gaming Media and Events