Ladbrokes is talking to advertising agencies about a special branding project to help it to exploit the forthcoming gambling deregulation.
The betting company has shortlisted roster agency Banks Hoggins O’Shea/FCB (BHO) to pitch for the business as well as an undisclosed number of other agencies. The brief is expected to focus on developing the Ladbrokes gambling brand to take advantage of opportunities after deregulation.
Commercial director Dominic Harrison, who is overseeing the pitch, says: “This is a specific above-the-line branding project that will be run separately from our e-gaming and retail accounts.”
The Ladbrokes business is split between BHO and ex-Bates agency 141. BHO has so far only been responsible for the online gambling side of the business, but the role of 141, which looks after the Ladbrokes retail business, has been unclear since its absorption by Ogilvy & Mather this year.
Ladbrokes is still searching for a replacement for the head of retail marketing Paul Hilburn, who left the company earlier this year (MW September 11). Last month the company launched a six-figure online advertising campaign to promote Ladbrokescasino.com.