Ladbrokes overhauls advertising strategy with BBH hire
New campaigns, starting in the spring, to signal "advances made by the business" as Italian announcer Tiziano Crudeli is dropped
Ladbrokes is to overhaul its advertising strategy with a new campaign set to launch in the Spring that will drop the Game On tag in an effort to develop the brand following improvements to its digital and retail products.
All current advertisements are to be phased out over the coming months in anticipation of a new campaign to be launched in the spring, with Italian sports commentator Tiziano Crudeli dropped from all future campaigns.
Crudeli has been a focal point of Ladbrokes’ advertising since 2011 alongside British sports commentator Chris Kamara, who will continue to feature in Ladbrokes advertising owing to his “unique connection with our target audience”.
The firm launched its new mobile sportsbook last month and with its continuing migration to Playtech software said to be on track, Ladbrokes has appointed marketing agency BBH London to develop a new strategy after the end of its previous agreement with Sapient Nitro.
“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,” Andy May, Ladbrokes director of brand and research, said.
Ladbrokes previously appointed BBH to develop a new above-the-line marketing strategy in 2004 owing to its previous work with Irish bookmaker Paddy Power.
“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,” Jon Peppiatt, depurty chairman of BBH London, said.
The news comes as Ladbrokes today announced the business expects to meet analysts’ profit expectations for the year.