BUSINESS

Paddy Power awards media account; Fred puts his neck out; Sportech bigged up by analysts

TAGs: Betfred, Derby, epsom, Fred Done, Paddy Power, Sportech

paddy betfred sportechPaddy Power has decided to award their full media planning and buying account to their current offline partner M2M. CampaignLive reports that a closed pitch for the £8 million account took place and M2M beat out the digital incumbent Zenith to gain full control. Consolidation takes place under the watchful eye of Tom Wyse, head of media at Paddy Power, and they will work with parent company Omnicom Media Group across a number of international advertising schemes. As long as they keep up with the funny and controversial adverts there’s no reason to worry!

Fred Done is going for another marketing masterstroke as he promises to ‘double your lot’ if Camelot wins the Derby by four or more lengths. The Betfred supremo will give double odds to anyone that backs to red-hot favorite at the SP as long as it wins by the lengths mentioned. “Everyone keeps telling me that Camelot will be a runaway winner of this year’s Derby but from what I’ve seen on the track so far, I’m not so sure. I’m willing to put my money where my mouth is,” Done said. Apart from the fact money doesn’t taste too good we’d advise Fred to stop putting his money near his lips. It was only three weeks ago that you were feeling all blue after all.

Analysts think the U.S. operations of Sportech are “significantly undervalued” and could push the firm on. Panmure Gordon reckon the company’s Sportech Racing arm “provides potential for further growth” and will see the positive effects of regulatory shake-ups in North America. They recommend the company’s shares as a “buy” and they recognize the company has a  “highly secure, visible US earnings stream” of 27 percent of its earnings.

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