Claydon Heeley lands Ladbrokes £7m direct work

LONDON - Ladbrokes has moved its £7m direct marketing account out of WWAV Rapp Collins and into Claydon Heeley Jones Mason.

WWAV picked up the business in March as part of an Omnicom Group haul of Ladbrokes' £10m through-the-line customer relationship marketing business. Agency.com is retained on the online business.

Claydon Heeley's appointment marks a change in strategy for the gaming and betting company, towards a more creative approach to its CRM.

The agency will handle strategic and creative direct marketing across all of the company's businesses. Ladbrokes' focus is on the growth areas of horse-racing, sports betting and the competitive online gaming market.

Darren Moffett, the general manager of CRM at Ladbrokes, said: "I hired Claydon Heeley because its original thinking is exactly what Ladbrokes needs. As the industry hits fever pitch, we need to continue to strive for the best-of-breed customer relationship marketing."

Ben McCormack, Claydon Heeley's group business director, added: "The gaming sector is highly competitive and Ladbrokes' decision to differentiate through strategic direct response and a comprehensive creative approach is exactly the right decision."

Ladbrokes faces growing comprition in the online betting and gaming market from rivals such as Betfair, William Hill and Poker.com

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