Claydon Heeley lands Ladbrokes DM

Ladbrokes has moved its £7 million 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' £10 million 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 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 competition in the online betting and gaming market from rivals such as Betfair, William Hill and Poker.com.