Gambling operator, Betfred, which acquired the Tote for £265 million has selected Manchester-based ad agency BJL to produce its forthcoming UK advertising campaign across all media.

Betfred has its headquarters in Warrington and is the world's biggest independent bookmaker with over 1,350 land based betting sites. In addition to acquiring the Tote, Betfred has an exclusive seven year license to operate the pools betting at UK racecourses. Betfred is owned by Fred Done who founded the company in 1967 with just a single betting site in Salford.

The highly successful gambling company is to launch an integrated campaign which will include TV, retail and online communications.

Nicky Unsworth, the BJL managing director commented: "The client's response to our strategic and creative approach was fantastic and we are progressing full steam ahead to produce a campaign which will not only build on the Betfred brand, but will also focus on delivering results."

A Betfred spokesperson added: "BJL's creative approach demonstrated a robust understanding of our market place, in-depth consumer insight, as well as recognising the challenges we face."

The first part of the campaign is due to be released before the end of this year.