UK ad companies pitch for Ladbrokes´account

The UK land and online gambling group Ladbrokes has called a review of its GBP8 million advertising account, which is currently with M&C Saatchi, reports the marketing magazine Campaign.
A number of agencies have been approached with an initial request for information.
The successful agency will be responsible for overseeing all of Ladbrokes’ main brand communications, which predominantly involves TV, press and radio activity, Campaign reveals. Saatchi has had the account since January 2007, and will be remembered for its successful campaign featuring former football stars.
Earlier this year, Ladbrokes announced plans to invest GBP50 million in revamping its brand over the next two years, in order to redress falling profits. The bookmaker hopes the re-positioning will help it carve out a stronger brand voice in a market that has become increasingly saturated and competitive, with Paddy Power and Betfair especially active in the online sector.
Last month, Ladbrokes called a review of its direct marketing business, with particular emphasis on its use of data and CRM.

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