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CumminsRoss reveals first work for Betfair after winning pitch

Betfair Australia has appointed CumminsRoss as their creative agency following a competitive pitch with the first piece of work to air this week.

The new campaign ‘There’s winning and there’s winning’ promotes Autumn Racing and features a successful punter celebrating in two very different ways.

CumminsRoss managing director Chris Jeffares said: “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.”

AJF Partnership held the account previously, however it is unclear if they participated in the pitch.

Betfair marketing manager Alana Mason said: “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.”

Media agency PHD is unaffected by the appointment.

CumminsRoss opened in January 2011 and boasts clients including Jeep, Asahi, Nike, Tennis Australia and Jacob’s Creek. In October, co-founder of Naked Communications in Australia, Adam Ferrier joined the agency, taking on the role of chief strategy officer.

By Mumbrella.

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