Ladbrokes Coral appoints BBH London to manage UK sports brands

GVC Holdings has appointed BBH London to run creative marketing campaigns for its Ladbrokes and Coral brands in the UK and Ireland.

Marketing agency BBH – which won the account following a competitive pitch run by Oystercatchers – has been asked to develop a three-year “disruptive” brand-led campaign for both operators.

Ladbrokes’ marketing in the UK was previously handled by ad agency Cravens, while Alpha Century looked after the Coral account.

Dominic Grounsell

Dominic Grounsell, MD of GVC UK sports brands, said: “We are delighted to be working with an agency of BBH’s quality and pedigree.

“We look forward to partnering with them on the next phase of our creative journey.”

Ladbrokes Coral’s wish to create a more brand-led advertising tone is reflective of a wider industry shift towards brand marketing to combat the negative perception of gambling industry advertising.

Ladbrokes Coral rival William Hill adopted a similar strategy in April. The overriding theme of its six-week Anthony Joshua-fronted ad campaign focused on its heritage as a British bookmaker.

“My personal view is that the category has become white noise to the consumer,” said Grounsell, when asked if brand-led advertising was in vogue.

“For me, there is a real opportunity for brands to start talking to customers about how they think and what they believe in, not just what they’re selling,” he added.