Betfair appoints CumminsRoss as new agency and launches new campaign for Autumn Racing
CumminsRoss has been appointed by Betfair Australia as its new creative agency after a competitive pitch.
The first piece of creative work to promote Autumn Racing is set to appear on air this week.
Says Chris Jeffares, CumminsRoss managing director: “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.”
Says Alana Mason, marketing manager from Betfair: “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 behavioural-change level, was very powerful. We’re really looking forward to working together.”
CumminsRoss is Australia’s largest independent creative:media agency, experiencing rapid growth since being established in 2011. The new campaign ‘There’s winning and there’s winning’ is to promote Autumn Racing and is the first of several projects underway.
Betfair is one of the world’s largest international online sports betting providers and pioneered the first successful Betting Exchange in 2000.
Media agency PHD is unaffected by the appointment.
9 Comments
It wasn’t a difficult task to improve on the previous agency’s bizarre work. At least this is based on an understandable proposition of some sort. Solid, but with room for more creative expressions. I just wonder how the client was persuaded to buy the previous campaign. And I’d like to get some of whatever they were smoking.
Blokes expressing their jubilation at winning indifferent wacky ways?
Oh hello TAB Sportsbet.
Blatant!
If this is what it takes to be agency of the year, you can have it!
3 clean shaven punters in suits?
Yeah, that’s so representative of your typical gambler.
+1 @The Punter.
Was that a hint of Budweiser Wasssssup in the VO?
Wheat or chaff? Sorry, but this is chaff.
Simple, well done and funny
@Casting central
The guy in the clean shaven beard is my favourite.
… more Dufflecoat Supreme.