Paddy Power Betfair could drop media firm – report

Recently merged Paddy Power Betfair is said to be considering dropping one of its media agencies as part of an ongoing synergy drive.

According to the Irish Independent newspaper, the operator is hoping to move its entire £40m (€51m/$57.4m) media spend for the UK and Ireland into a single entity.

The company is now set to put the two marketing firms that represented each of the existing operators against each other, in a process that will decide which of the agencies lands the contract.

M2M has overseen marketing for Paddy Power since 2009, while MediaCom has been working with Betfair since last year.

The newspaper reports that marketing campaigns for Paddy Power and Betfair will remain separate under the new arrangement, while it is unclear whether the bidding process will include the firm’s businesses in the US and Australia.

Paddy Power Betfair, M2M and MediaCom have all declined to comment at this stage.

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