Betfair secure a deal with the Australian creative agency CumminsRoss, but continue to be a thorn in the side of the British Greyhound Racing Fund (BGRF).
Betfair Australia has plumped for CumminsRoss to spearhead their creative think tank after fighting their way through a competitive pitching process to become the creative agency of choice for the betting exchange’s business dealings down under.
It’s a no rest for the wicked philosophy as the first piece of work from CumminsRoss is set to air this week. The new campaign entitled ‘There’s winning and there’s winning’ has been designed to promote the autumn racing calendar by depicting a punter in both states of rapture and egotistic hidden despair.
It’s been a great start to the new year for CumminsRoss who picked up the Independent Agency of the Year award at the AdNews Agency of the Year Awards just days prior to the announcement of the partnership with Betfair Australia.
CumminsRoss Managing Director Chris Jeffares said: “We are delighted to be working with Betfair. They have a unique positioning in the market and ambitious plans, a bit like us. It was a fast and fun pitch, and the win is a great way to start 2014. Nothing beats a pitch as an induction, and the new guys in the agency did an awesome job and fully justified the faith we have placed in them.”
Betfair marketing manager Alana Mason said: “We have set up a strong brand proposition and we were intrigued to see how we could take the brand forward and engage with new audiences. The CumminsRoss approach, at both a brand and behavioral-change level, was very powerful. We’re really looking forward to working together.”
CumminsRoss other clients include Nike, Jeep and Jacob’s Creek.
The BGRF Turn to the APPGG to Solve Betfair Fund Crisis
BGRF and Bookmakers Afternoon Greyhound Services (BAGS) Chairman Tom Kelly took his opportunity as an invited guest at the Westminster meeting of All Party Parliamentary Greyhound Group (APPGG) to spill the beans on the damage that Betfair have caused as a result of their decision to withdraw its contributions.
Kelly told the group that Betfair’s decision had cost them £800,000 and that the damage is being felt in the group’s inability to support greyhound welfare, in particular in the care for retired greyhounds.
The APPGG didn’t just listen, they also acted, after setting up a small consultation group to take a closer look at the problem and try to get Betfair to have a rethink over a decision that the BGRF believes is damaging the industry.
APPGG Chairman Andrew Rosindell will lead the group that also includes greyhound owner and MP Ian Lavery and former chairman of the BGRB Lord Lipsey.
Rosindell spoke up at the meeting to remind the group that the APPGG was formed to ‘promote the best interests of the sport’ and ‘will continue to do just that.’
Betfair withdrew its funding after claiming they were not being treated in the same way as other online companies who were not paying contributions towards the BGRF.