Ladbrokes has called for a review of its £8m advertising account, part of its plans to spend £50m over the next two years on a rebranding effort to help arrest its profit declines of the past few years. M&S Saatchi has handled Ladbrokes’ advertising since 2007, which included the use of ex-footballers Ally McCoist, Chris Kamara and Ian Wright. Interestingly, Betfair Australia ditched M&S Saatchi Melbourne last month in favor of AJF Partnership. What does M&S Saatchi have, cooties?
While Ladbrokes hopes a new ad firm will add some green to its profit margins, it may also want to think about rebranding its environmental ‘green’ numbers. According to environmental consultancy Carbon Smart, just 23% of FTSE 350 companies are following the UK government’s requirements for reporting their sustainability efforts. Carbon Smart also published a table on how companies ranked individually against best practice sustainability assurance criteria, and Ladbrokes ranked among the worst-performing assurance statements.