Tabcorp Holdings has awarded its creative advertising account to M&C Saatchi Australia, according to reports from Australian marketing news site Mumbrella.

The Sydney-based marketing agency will take over the account from incumbent Clemenger (BBDO Group), which has served as Tabcorp’s creative lead since 2016.

Mumbrella reports that M&C Saatchi was not required to pitch for the high-value account, as new Tabcorp General Manager for Group Marketing & Customer Engagement Luke Waldren had directly sanctioned the agency’s appointment.

A key executive hire for 2018, Waldren joined Tabcorp leadership from online competitor Sportsbet.com.au (Paddy Power Betfair), charged with developing new brand strategies and customer propositions for the legacy gambling firm’s enlarged entity, having completed its AUS $11 billion acquisition of Tatts Group assets.

Entering 2018, Tabcorp governance confirmed that the company would terminate its ‘UBET’ brand across all retail and digital verticals, choosing to focus on its flagship TAB domain as sole sportsbook proposition.

In 2019, Australian betting incumbents will continue to adjust to the tough marketing restrictions, imposed by the former Turnbull government during the first half of 2018, which included a ‘whistle-to-whistle’ advertising ban on betting advertising, across TV, Radio and digital streaming services.

Last month Tabcorp disclosed its Corporate Responsibility Review, where the firm pledged to use artificial intelligence as a means of tackling problem gambling.