The betting brand began the search after announcing its split with Above + Beyond in March. The two had worked together for seven years.
Saatchi & Saatchi has been tasked with devising a major global campaign targeted for a 2019 roll-out in order to reach new global markets. Spanning TV, out-of-home, radio, press and digital, the €100m push will be introduced across the UK, Ireland, Italy, Germany, Belgium and Spain.
Anthony Werkman, chief executive of Betway, said: “As our industry and consumer behaviours change, sport remains a social currency around the world. We’re excited to work with Saatchi & Saatchi on exploring new creative ways to connect with today’s consumers while developing the next phase of our business.”
Sam Hawkey, chief operating officer of Saatchi & Saatchi, added: “Betway is a business on a strong growth trajectory and we’re delighted be to working with them on the brand’s creative evolution both here in the U.K. and beyond.
"This ambition for their business and brand coupled with their appetite for great creative work means we can’t wait to get stuck in."
Back in March Betway named OMD UK as its media agency.