Controversial betting exchange Betfair has appointed Niall Wass to head its marketing, following the departure of director of marketing communications Ian Winton.
Winton left the company in August after just six months. He had promised a &£20m repositioning of the company and was in the process of devising a direct and online communications strategy to broaden the company’s appeal.
Winton’s role has now been divided between Wass, who handles the majority of marketing duties as sales marketing director, including overseeing Betfair’s advertising; and Josh Apiafi, who is responsible for areas such as sponsorship as field marketing director.
Both report to chief executive Stephen Hill, a former chief executive of the Financial Times. Wass joined the company from South Africa, where he held a variety of marketing and sales roles.
Betfair’s advertising is created in house, in conjunction with design agency Wheelhouse Creative. Media planning and buying are handled by Interaction Media.
Betfair mainly uses direct and online marketing. The betting exchange provides a controversial forum for gamblers to bet directly against one another on any outcome. The company has been attacked by traditional bookmakers, which claim that it could encourage corruption.