Ladbrokes plots innovation strategy with £50m investment
By Andy McCormick, marketingmagazine.co.uk, Tuesday, 21 June 2011 08:30AM
Ladbrokes is to refocus its marketing strategy by using insights gained online to shape its above-the-line advertising.
The plans are part of a £50m brand investment aimed at positioning Ladbrokes as an innovative bookmaker.
As part of the strategy, the betting firm has moved its £8m ad account out of M&C Saatchi and into SapientNitro.
The switch in strategy follows an 11.9% drop in profits at Ladbrokes in 2010.
‘We realise it is imperative to strengthen our capabilities in areas such as sportsbook, technology and online marketing,’ said Ladbrokes chief executive Richard Glynn in February.
This article was first published on marketingmagazine.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Middleweight Designer become £36K, Central London
- Senior Category Manager Ball & Hoolahan £60,000 + Car/Car Allowance, South East
- Senior Brand Manager Ball & Hoolahan £55,000 per annum, South East
- Interim Brand Manager Ball & Hoolahan £44,000 per annum + Car/ Car Allowance, South East
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Iris and Cheil big winners at MAA Best Awards
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Kevin Bacon, Google Glass and Julian Assange: the SXSW weekend in tweets
- Halifax releases 'holiday dad' campaign