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.