Ladbrokes kicks-off search for new PR agency
Bookmaker enlists Recommended Agency Register to appoint new agency before the year's end
Ladbrokes is looking to appoint a new PR agency to complement its existing portfolio of agency relationships before the year’s end.
Advertising publication The Drum reports that the bookmaker has enlisted the Recommended Agency Register to help with the search with a brief.
The majority of Ladbrokes’ PR is currently managed in-house by a ‘communications council’ established in 2012 and headed by director of external relations Donal McCabe.
The full remit of the agency has not been disclosed, however Ladbrokes’ relationship with existing agencies are said to be unaffected by any new appointment.
Ladbrokes overhauled its marketing strategy at the start of the year after it chose not to renew its agreement with creative agency Sapient Nitro and instead returned to previous collaborators BBH London.
The hire culminated in a new-look marketing strategy, launched in April this year, with the “loud” tone of previous adverts replaced with the new “Ladbrokes Life” slogan and adverts based around the betting habits of five individual characters.
The adverts received a mixed response and triggered a number of complaints to the Advertising Standards Authority, however Ladbrokes was largely cleared by the governing body several months later.
Ladbrokes could not be reached for comment at the time of writing.