Marketing a critical activity in a competitive sector
The international online betting firm Unibet has fired the Leo Burnett advertising agency in Sydney to drive its marketing efforts in the highly competitive Australian gambling market, where the company faces formidable rivals like Ladbrokes, Paddy Power and William Hill.
Patrik Andersson, general manager of Unibet Australia, told the publication AdNews that the Australian betting market is mature, and it was very important to find a partner that would help differentiate Unibet from its competitors.
"Leo Burnett was the partner that best showed us the potential for Unibet Australia to do so both strategically and creatively," he said.
"We felt that Leo Burnett really stood out in the pitch process for their strategic understanding of our key target market and bringing it to life in a way that will really make an impact in the market."
Pete Bosilkovski, client services director of Leo Burnett Sydney, said: "The underdog and challenger positioning are what particularly attracted us to the Unibet opportunity. Against the backdrop of a saturated market with competitors all making the same claims, we're excited by the prospect of changing the game and helping Unibet to achieve their business expansion goals."
Leo Burnett picked up the main creative account for Woolworths last month.
Online Casino News Courtesy of Infopowa