Betfred banks on WPP agency to drive online business

Independent bookmaker Betfred is aiming to accelerate its online market share and challenge digital-first rivals with the appointment of WPP-owned integrated creative and media agency mFuse, following a competitive pitch.

The betting company was founded in 1966 when founder Fred Done placed his weekly wage of £25 on England to win the World Cup at 8-1 and used the £200 winnings to open his first betting shop.

And, while Betfred does have a strong presence on the UK high street, it is now eyeing up a slice of the online market, and has launched of a new studio and suite of online games, such as Nifty 50, to further grow its active digital players.

mFuse has been tasked with leading strategy, planning, and media buying across TV, addressable streaming, radio, out-of-home advertising and digital display. The agency takes over from incumbent BBJ&K, which has handled the business for the past five years.

Betfred’s team at mFuse will use WPP Open, the group’s intelligent marketing operating system which it is claimed enables faster, better decisions on advertising placement and strategy.

It is hoped that the system’s real-time data and strategic insights will play a key role in helping the brand reach new customers online and improve the return on its advertising investment.

Betfred UK brand and marketing director Gerry Magee said: “We chose mFuse as our media partner because they understood our vision for Betfred’s future. Their progressive media strategy, planning and competitive buying demonstrated a commitment to helping us achieve our accelerated growth objectives.

“We were impressed by mFuse’s challenger mindset which aligns perfectly with our own marketing style and business roots.

mFuse managing director Mark Newnes said: “We’re delighted to partner with one of the world’s most respected gaming brands as it continues to evolve its online innovation. We’re proud to bring together creativity, smart planning and the latest AI-powered suite of products to help Betfred stand out in a competitive market.”