Leo Burnett of Sydney Wins New Creative Contract from Unibet Australia

Added: May 15, 2014

We have just heard some interesting news from Australian online gambling company Unibet. Unibet has been seeking a creative partner for some time, and it has just given a contract to Sydney based company Leo Burnett to fill this need.

Leo Burnett will be responsible for finding innovative new ways to make Australian online gambling company Unibet stand out from the crowd. We are not completely sure of exactly what this means, and what it will likely entail, but if we take a look at a statement from Patrick Andersson, who is the General Manager at Unibet, we can get a clearer picture. He has said that, “The Australian betting market is very mature and it was very important to find a partner that would help us differentiate ourselves from our competitors. Leo Burnett was the partner that best showed us the potential for Unibet Australia to do so both strategically and creatively.”

So it would seem that Leon Burnett will be responsible for extending the reach of Unibet, and helping to build up the strength of the brand in the local Australian online gambling market. Patrick Andersson went on to say that, “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.”

So yes, it seems very likely that Leo Burnett is going to shoulder the responsibility of increasing brand awareness of Unibet in Australia, and helping it to carve off a larger market share. This is further proven by the response that Pete Bosilkovski, who is the Client Services Director over at Leo Burnett in Sydney, he has said that, "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.”

So this looks like a very interesting trading partnership. Unibet already competes in the Australian online gambling market with some very stiff competition such as William Hill. So whether taking on a less well known firm to try and increase its reach in the market is a good idea, we just cannot tell yet. However, we will definitely keep a closer eye on Unibet now, and see just what Leon Burnett can do for the brand.