CumminsRoss has been appointed lead creative agency by Betfair Australia following a competitive pitch.
The first piece of creative work from the agency will appear on air this week and is the first of many projects underway.
The new campaign ‘There’s winning and there’s winning’ aims to promote Autumn racing.
“We are delighted to be working with Betfair,” Chris Jeffares, CumminsRoss managing director, said.
“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.”
Alana Mason, marketing manager from Betfair added: “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.”
Check out the campaign below.