Ladbrokes could soon be calling time on its ubiquitous “Game On” ads, after it invited creative agencies to pitch for its multi million-pound advertising account.
Incumbent SapientNitro, which has been Ladbrokes lead creative agency since July 2011, has been invited to re-pitch, according to The Drum, but neither party would comment on the reasons for calling the review.
SapientNitro worked with Ladbrokes on developing the series of ads under the ‘Game On’ strap line, featuring the loud and demonstrative Italian football commentator Tiziano Crudeli and ex-footballer and current Sky Sports pundit Chris Kamara, whose most recent appearance together was in the Godfather-themed Oddsfather ad (above).
Marketing chief Stephen Vowles, who engaged SapientNitro as Ladbrokes multi-channel agency, recently departed in the wake of the bookmaker establishing its new Ladbrokes Israel digital marketing arm in partnership with new software and services partner Playtech.
London-based former head of internet Andrew May was elevated to director of brand and research following Vowles’ departure, while Ladbrokes Israel is now being headed up day-to-day by Mark Lauterstein, ex CEO of successful digital marketing business The Nation Traffic. Lauterstein will report into incoming new director of digital and ex William Hill Online COO, Jim Mullen.
The bookmaker’s live odds campaign under the Game On tagline which ran during the 2012 European Championships helped it increase brand awareness by 53% year-on-year to achieve the highest score among its UK peers, according to last year’s Holden Permain Advertising study conducted by Kantar Media.
Ladbrokes boss Richard Glynn has tasked Playtech with engineering the same turnaround it achieved with bitter rival William Hill’s online business during their highly successful JV. Similarly, Playtech will eventually become Lads’ primary gaming supplier, replacing Microgaming.
Article written by Peter Holmes
