Major UK betting operator, GVC-owned Ladbrokes Coral is searching for a new advertising agency to work with both brands.
Since the bookmakers merged in 2016, Ladbrokes and Coral have worked with different advertising agencies, Cravens for the former and Alpha Century with the latter. However, the group now wants to find a larger agency that can handle both accounts while still successfully differentiating between the brands.
Ladbrokes Coral have enlisted the help of Oystercatchers to run chemistry meetings next week, with the aim of whittling down the number of prospective agencies.
Explaining the move, managing director of GVC UK sports brands, Dominic Grounsell, said:
“We would like to thank both Cravens and Alpha Century for the amazing creative work that they have done in recent years with the Ladbrokes and Coral brands respectively. Both the Ladbrokes and Coral digital businesses have been the fastest-growing brands in the sector in recent years and both agencies have played a significant role in this success.
“We are now looking for one big integrated creative agency to take on both the Ladbrokes and Coral brands in a consolidated approach to drive the next phase of growth for both businesses.”
Ladbrokes Corals’ £40m media planning and business contract with the7stars is not affected.