Ladbrokes Coral seeks new ad agency to manage sports brands
A competitive pitching process will begin this week with GVC keen to run both brands under the same agency
Ladbrokes Coral is searching for a new advertising agency to manage and produce the marketing activity of both brands.
A competitive bidding process overseen by Oystercatchers will be run this week and the winning agency will be expected to achieve differentiation between the two GVC-owned bookmakers.
Ladbrokes marketing was previously handled by ad agency Cravens, while Alpha Century looked after the Coral account.
Cravens created the Ladbrokes campaign for the 2018 World Cup that was fronted by Brian Blessed.
Craven’s World Cup 2018 Ladbrokes ad
Dominic Grounsell, MD of GVC UK sports brands, told CampaignLive: “We would like to thank both Cravens and Alpha Century for the amazing creative work that they have done in recent years with the Ladbrokes and Coral brands respectively.
“Both the Ladbrokes and Coral digital businesses have been the fastest-growing brands in the sector in recent years and both agencies have played a significant role in this success.
“We are now looking for one big integrated creative agency to take on both the Ladbrokes and Coral brands in a consolidated approach to drive the next phase of growth for both businesses,” he added.
Ladbrokes Coral restructured its Gibraltar-based marketing division in August.