Betway has appointed Saatchi & Saatchi London as its new lead creative agency to help drive its global growth with a marketing spend of more than £100m.

Following the conclusion of a four-way competitive pitch process, Saatchi & Saatchi was selected to work towards a major global campaign launch and regional roll out next year, supporting Betway’s move into new markets.

The creative work will be rolled out across the UK, Ireland, Italy, Germany, Belgium and Spain, and will encompass TV, Out of Home, Radio, Press and Digital..

“As our industry and consumer behaviours change, sport remains a social currency around the world,” said Betway chief executive Anthony Werkman. “We’re excited to work with Saatchi & Saatchi on exploring new creative ways to connect with today’s consumers while developing the next phase of our business.

Saatchi & Saatchi chief operating officer Sam Hawkey added: “Betway is a business on a strong growth trajectory and we’re delighted be to working with them on the brand’s creative evolution both here in the UK and beyond.

“This ambition for their business and brand coupled with their appetite for great creative work means we can’t wait to get stuck in.”

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