The majority of the Korean-based technology manufacturer's business was awarded to Arena following a worldwide review; though WPP's Mindshare (the incumbent) retained the estimated £66m North American account.
The account has been split following five years with Mindshare, which comprised of a decreased U.S. media spend of $63m in 2012 from $71m in 2011.
According to Ad Age:
As of January 2012, LG was the second-biggest phone manufacturer in the U.S. after Samsung. Despite a 6% revenue decrease from 2011, operating profits increased significantly in 2012 to just over $1 billion from $342.06 million in full-year 2011.
Havas', who employ nearly 15,000 staff worldwide, have overseen a restructure in their Paris headquarters that has paid dividends throughout 2013.
Meanwhile, the consolidated business of display and offline marketing was won following a competitive pitch, beating rivals Mindshare, Manning Gottlieb OMD and Starcom MediaVest to the account.
"Betfair is entering an exciting new phase and I'm delighted that Arena will be a key part of it," said Betfair’s brand director Mark Ody.
"Arena have demonstrated great expertise, passion and an understanding for the business, and they certainly have digital at the core of their proposition. We look forward to continuing to work with them."
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