Ladbrokes Coral to Review Advertising Account

Ladbrokes Coral Group is reviewing its advertisement account. It is looking to enroll a new agency to work on its consolidated advertising account.

The process is being run through Oystercatchers and chemistry meetings will take place next week.

The selected agency will create campaigns and strategies for both Ladbrokes and Coral. It will also have the task of differentiating the two betting brands. The bookmakers merged in 2016, then online rival GVC Holdings acquired the combined company in a £4bn deal last year, creating one of the world’s largest gambling groups.

Cravens currently handles advertising for Ladbrokes, while Alpha Century works on Coral.

Dominic Grounsell, managing director of GVC UK sports brands, said the company requires a larger creative agency to take on the size and scale of Ladbrokes Coral’s new integrated, dual-brand approach.

He added: “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.”

In 2017, Ladbrokes Coral awarded its consolidated £40m media planning and buying business to the7stars, which is not affected by this review.