Brothers and Sisters Wins Betfred

The agency won the account, which has a media budget of more than £5 million, after a competitive pitch organised by Creativebrief. 

BJL was the incumbent on the account and re-pitched for the business.

Betfred and Brothers and Sisters will start working together immediately to produce a multi-channel national advertising campaign.

The first campaign will launch later this year, in time for the Barclays Premier League football season, which starts in August.

Brothers and Sisters has been asked to build the brand, integrate Betfred’s websites with its stores and broaden gambling’s appeal.

Rakesh Chablani, managing director for Petfre, the owner of Betfred, said: "We face challenging times ahead in an ever-increasing competitive marketplace. Brothers and Sisters showed us a concept that I believe will tackle those challenges head on, giving us the stand out we need."

"We are really delighted to be appointed by Betfred to creatively lead this next stage of the brands development. There is a great shared ambition between our two companies and we look forward to working together,” said Matt Charlton, CEO Brothers and Sisters.

“We are very pleased to announce the appointment of Brothers and Sisters. Their creative pitch demonstrated a refreshing approach to TV advertising within the betting industry. I am very much looking forward to working with the team to take us to the next level creatively and strategically,” said Gemma Strath, Group Head of Marketing.