Ladbrokes initiates agency talks about above-the-line task

Ladbrokes is talking to agencies as it considers reviewing its creative account.

Banks Hoggins O'Shea/FCB handles above-the-line advertising for Ladbrokes' core online gaming business. Pure Media and TCS Media share Ladbrokes' media buying account.

The international betting shop, which spends close to £3 million a year in the UK, is now believed to be looking for an agency to develop an overarching brand campaign.

The company has been increasing its services to compete against rivals such as Coral and Paddy Power. In January, BHO unveiled a press campaign usings Wild West images to promote Ladbrokes' online poker game.

The aim of the campaign was to contrast the risky ways of playing the game for money with the safety and security of the Ladbrokes online portal, Ladbrokespoker.com.

Ladbrokes has been relatively inactive in recent months, but in November it launched a six-figure internet marketing campaign.

The outdoor campaign gives customers the chance to play their favourite casino game online. The campaign was bought and planned by Ladbrokes' casinos lead online agency, Unique Digital.

In a bid to reach new audiences with interactive facilities, Ladbrokes has created a new site, www.bet.co.uk.

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