Lads Coral targets more brand-led marketing strategy

Ladbrokes Coral has restructured its marketing teams as part of a move towards a more brand-led marketing strategy, EGR Intel has learned

Former Ladbrokes Coral head of promotions, Raymond Doyle, has been appointed Coral’s overall head of marketing to drive the new strategy on the Coral brand.

Doyle, who joined the operator at its Gibraltar-based office in 2014 from Boylesports, told EGR Intel the new structure would see teams “immersed in the thinking around a single brand”.

“With the UK market competitiveness at an all-time high, we felt that it was important to move towards a much more focused brand-led strategy where teams were immersed in the thinking around a single brand,” Doyle said.

Under Doyle’s direction, Coral has launched its latest print media ad campaign with the slogan: “The smart money’s on Coral”.

As part of the reshuffle, Michael Sheehan was also appointed head of marketing for Ladbrokes. He was previously head of partnerships for UK brands at LCL.

On future plans for the Coral brand, Doyle added: “The Coral brand has produced some amazing results over the past 12 months and with this increased single brand focus, I’m convinced we can continue to grow both the brand and the business into 2019 and beyond.”

GVC’s Foxy Bingo experienced a similar shift in recent months, with the Gala team taking over the brand to reduce overlap between the two brands.