‘Getting a run on Media Watch is a badge of honour’, says Sportsbet comms boss

Controversy-seeking gambling brand Sportsbet has described nationwide TV maulings on Media Watch as a “badge of honour” and admits it takes delight in antagonising critics.

While it is no secret the brand revels in its bad boy image – its use of drugs cheat Ben Johnson was widely condemned – it is the first time the brand has been so candid about its mischief-making strategy.

But head of communications and social content, Ben Hawes, also told Mumbrella’s CommsCom conference that the days of the big stunt, big budget campaign are nearing the end.