iGaming Business – UK bookmaker Betfred is to review its £5 million (€6.1 million/$8.4 million) ad account with the BJL advertising and PR agency after an internal realignment of the brand.

According to the Campaignlive.co.uk website, the bookmaker has begun a tender and has hired agency intelligence provider Creativebrief to manage the process.

BJL, which has worked with the bookmaker since 2011, has been asked to repitch as part of the review.

Chemistry meetings are due to be held in early June and pitches will take place in July. A winner is expected to be announced around July 7.

The appointed agency will create a multichannel campaign that focuses on mobile betting ahead of the new English Premier League top-flight football season, which begins in August.

In addition, the agency will also build the brand, integrate Betfred’s websites with its stores and broaden gambling’s appeal.

The bookmaker is reportedly planning to spend up to £6 million on the campaign.