SBC News Voice of the Sports Betting Industry
Ladbrokes has commissioned London brand development agency Neverland to develop its nationwide advertising campaign for this summer’s UEFA Euro 2020 football championships (11 June to 11 July).
Neverland will work with BBH London, Ladbrokes’ lead creative agency, to ensure the bookmaker secures maximum coverage and brand exposure during a critical trading period for sports betting incumbents.
During 2020, Ladbrokes launched its ‘Where the Nation Plays’ advertising campaign, which was abruptly ended as the bookmaker observed the rules of a ‘betting advertising moratorium’ – choosing to terminate all TV and radio campaigns during the UK’s national lockdown.
Under the guidance of BBH London, Ladbrokes has focused on a lighter approach to promoting its heritage brand to wider UK audiences – which saw the bookmaker launch its ‘The One’ campaign during the 2021 Cheltenham Festival.
Angela Porter, brand marketing director for Ladbrokes and Coral, said: “The reason we hired Neverland was its thinking was new and fresh but very on brand – and on brand for the brand we want Ladbrokes to be.
“Neverland understood the Ladbrokes brand from the very first conversation. And understands how we feel about sport. The conversation was easy and collaborative and challenging at the same time. When they talked about the creative, I realised it was something I was very excited to make.”
Ladbrokes is the first betting client of Neverland, a specialist in optimising brand exposure and engagement for high spend advertising accounts. Neverland clients include NBC Europe, Jacobs Coffee, Cath Kidston and Campari.
Jon Forsyth, founding partner at Neverland, said: “It is a very important moment for Ladbrokes and we are poised and ready to launch a new campaign that celebrates what it is now but, just as importantly, what it will be in the future.”
