Sportsbet appoints BMF as lead creative agency

Australia’s leading mobile betting and entertainment company, Sportsbet has appointed BMF to creative duties across several key projects. This is the first new business win for the agency, hot off the appointment of Steve McArdle as managing director and Christina Aventi as executive planning director.

The appointment was made following a competitive pitch and sees the agency already working on its first project to launch Q1.

Says Cam Blackley, executive creative director, BMF: “I don’t mind a punt and Sportsbet are a creative dream. They embrace risk, move fast and behave like a genuine tech company. We know our work needs to do the same.”

Says Dan Lacaze, BMF group account director: “When we first started working on the pitch, it became apparent there was a great cultural fit between BMF and Sportsbet.  It’s fantastic to be working with a like-minded brand that places similar emphasis on creative irreverence and agile ways of working.”

Says Ken Robertson, head of brand and advertising, Sportsbet: “From the first time we met BMF we knew they understood how to entertain Aussies. We’ve got a huge year lined up with some great innovation for our punters, and we’ve already started work with BMF on how we take it to market in a big way.”

Sportsbet has also retained Ralphsmith Communications as part of its ongoing agency roster.