French online bookmaker Betclic has confirmed the appointment of Paris-based Socialy.fr as its new lead creative advertising agency for display, TV and digital verticals, replacing marketing agency Romance in the role.

French media news source Strategies.fr has reported that the Betclic executive team appointed Socialy.fr as lead creative agency without undertaking a competitive review.

New incumbent Socialy.fr is a specialist is strategising multi-million euro advertising accounts, having developed high impact campaigns for McDonald’s France, Accenture, Banque Privee and Total Gas.

Entering 2019, Betclic released its first advertising campaign New Playground under the guidance of Socialy.fr, promoting its in-play and mobile betting services to French millennials aged 18-25.

Returning its management offices to the city of Bordeaux, the new Betclic executive team has emphasised its commitment to re-establishing the online bookmaker as France’s leading sports betting proposition.

Seeking to recapture its former glories, Betclic’s executive team has stated that the bookmaker will develop new advertising concepts alongside engaging content, refreshing its legacy image to French sports consumers.

The firm advertised for a new Head of Affiliation at the tail-end of last month. The right candidate will be responsible for the operator’s “business strategy and delivery of customer acquisition targets”, “developing and growing a successful team” and working “in close partnerships with various departments and stakeholders throughout the company”.