Scientific Game

Betway begins search for new creative agency

Monday, 12 March 2018 06:52
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Global betting site Betway has announced that it is searching for a new creative agency following the conclusion of its seven-year partnership with Above+Beyond.

The new agency will start in summer 2018 on a long-term, multi-million-pound contract working towards a major global campaign launch and regional roll out in 2019, supporting Betway’s growth into new markets worldwide.

Betway has enlisted intermediary service AAR to prepare the brief and oversee the shortlisting and pitch process after it supported the gambling company’s recent UK media agency review.

Above+Beyond made a widespread contribution to Betway’s significant growth, helping the brand to stand out in a crowded market whilst driving acquisition thanks to its breakthrough “For the Love of the Game” campaign. With a particular focus on television, Above+Beyond also provided all supporting assets for press, digital and radio.

Betway CEO Anthony Werkman said, “We enjoyed working with Above+Beyond for seven years, experiencing the excitement of Betway’s formative years and our subsequent stellar growth as a brand.

“The partnership led to some of the gambling industry’s most defining work. However, the relationship has reached its natural conclusion. Our businesses have gone through much change, which makes it a good time for us to part ways on great terms.”