Ladbrokes bets on new brand platform following review

UK betting and gaming operator Ladbrokes has appointed a lead creative agency to develop a new major brand platform following a competitive three-way pitch.

Charlotte Emery, the chief marketing officer of parent company Entain Group, oversaw the process, with Atomic London beating off VCCP Blue and St Luke’s.

Neverland, which had held the account since 2021, did not repitch for the business. Media planning and buying is run by The7stars.

The agency will now work alongside Ladbrokes’ in-house shop, Entain Creative, which handles campaigns for both Ladbrokes and Coral.

Emery said: “The depth of Atomic London’s understanding of the unique space that Ladbrokes occupies in sports and gaming makes them a great fit.

“During the pitch process, Atomic gave us a big, enduring and exciting new creative platform that will help us build fame-driving campaigns and deliver a consistent brand experience, that will help resonate with new audiences. We are really excited and inspired by our shared vision for Ladbrokes’ future.”

Atomic London chief executive Jon Goulding added: “This is a brilliant win [for us]. Ladbrokes is exactly the kind of client we love to work with – a well-known brand with a strong retail presence, real heritage and a clear ambition for transformational growth and change.

“As an agency, we’re on an upward trajectory, and this pitch win is a great example of our Orbit model in action, bringing together our social and talent capabilities alongside brand and creative to deliver big, populist ideas that work across the entire customer journey.”

Ladbrokes most recent activity, “The Gaffer of All Accas”, was devised in-house and promoted the betting giant’s accumulator proposition. It featured many experiences familiar to hardcore football lovers, including dodgy refereeing, disappointing transfers and mediocre, overpriced stadium food.

At the time, Entain Creative director Anthea Angelis said: “This campaign was all about getting marketeers and creatives in the same room collaborating. That should be the secret weapon of any internal agency.”