While Ladbrokes’ recent trading update suggested their 2013 was as to be expected, the figures told a different story. So, in came a new strategy and a new advertising partner in Bartle Bogle Hegarty.
Indeed, Ladbrokes – the UK bookmaking giant – have released figures that suggest their profit could be down by as much as GBP 80 million from 2012. All of this is despite the 2013 launches of a new look app and a brand new mobile casino. So the company decided a change was needed, and in came the British Ad giant.
Two Times Agency of the Year Award Winners
BBH come with some pedigree, of course, after winning the Agency of the Year Award twice at the Cannes Lions International Advertising Festival. Yet it still feels strange that Ladbrokes would feel this is the area in which they need work.
Previous ad company Sapient Nitro had produced a series of popular ads starring Chris Kamara and Helen Flanagan, but the giant company decided it was time for something new on this front.
With the planned point of consumption tax due to arrive in UK gambling laws sometime this year, this could be a tough period for Ladbrokes. They’ll be happy, however, that their competitors hold no unfair advantage.