Betfair appoints MCHI to £7 million media account
LONDON - Betfair, the online betting exchange, has appointed MCHI to handle its £7 million media account.
The agency, a joint venture between CHI & Partners and WPP's Group M, landed the business in a final shoot-out against the incumbent, WPP's Maxus.
Betfair, which is planning a significant increase in media spend, has briefed agencies to make it "the betting person's first choice".
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It also wants to position its poker site to appeal to a younger generation of players who have grown up with the online game.
The account centres on the UK, but the brief hinted that there may also be an international element.
Betfair…appointed MCHI to handle media
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