UK bookmaker Ladbrokes has appointed advertising agency BBH London as its advertising partner with the aim of developing a new marketing strategy.
The contract awarding follows a pitch progress instigated by Ladbrokes as it looks to develop its brand in both the retail and digital markets. The appointment will cover advertising across all platforms.
The announcement comes shortly after Ladbrokes confirmed its advertising contract had been put up for review following the ending of an agreement with creative agency Sapient Nitro.
The new appointment will signal the end of a current campaign that features featuring Italian football commentator Tiziano Crudeli and UK football pundit Chris Kamara.
“With all the innovation in the business and the excitement and opportunity we see for the business going forward we felt a new approach was needed in our advertising,” Ladbrokes’ director of brand and research, Andy May, said.
“The last year has seen our retail estate enhance its customer offer with more choice of sports for customers to view and bet on, more wi-fi access, targeted ‘price lock in’ promotions, empowered local management delivering local initiatives and the introduction of self service betting machines terminals.
“In digital we have a new sportsbook offer and a new Ladbrokes mobile offer and across both we will see further enhancements in the year ahead.”
Jon Peppiatt, BBH’s deputy chairman, added, “We are thrilled with this appointment as we get to work with great people on an iconic British brand and help them in their ambition to be the number one multi-platform gaming and betting destination.”