Ladbrokes sign a deal with Bartle Bogle Hegarty (BBH) that sees the advertising wizards replace Sapient Nitro as the group responsible for getting Ladbrokes into the minds of the nations punters.
It was just six days ago that our intrepid reporter Peter Amsel brought you the news that Ladbrokes had change their minds on their annual profit target, replacing doom & gloom with va-va-voom; and what better way to shore up that fragile confidence that to take on a highly successful partner.
The UK gambling audience is spoiled for choice, and so it takes a very special effort for a UK bookmaker to find their way into the grey matter, pull up a chair and get cozy. One way to do this is to have a fantastic product, but another is to infiltrate our minds through the sub-conscious wonders of advertising.
You know…that shit that we can’t wait to turn off when trying to watch a Belinda Carlisle video on YouTube.
To be fair Ladbrokes have done a pretty good job on this front with some pretty hilarious Chris Kamara/Tiziano Crudeli ads, and the unforgettable site of Helen Flanagan’s most admirable assets straining to be contained in her pre Cheltenham Festival workout.
The both ads sticking for completely different reasons.
Those little beauties were the work of Sapient Nitro who has been the advertising partner of choice since 2011. In an attempt to move to the next level Lads have replaced Nitro with Bartle Bogle Hegarty (BBH) of London, who like to zag when the rest of the world is zigging.
BBH first came to prominence back in 1982 when they created an ad for Levi’s that portrayed a black sheep working against the flock, and that’s been the company’s view on life ever since.
Work has already started on the new range of ads and BBH will provide content along a wide range of platforms that include television, print and mobile. Ladbrokes have told the press to expect the new projects to be released in the coming months.
The Deputy Chairman of BBH, Jon Peppiatt said about the new partnership with Ladbrokes: “We are thrilled with this appointment as we get to work with great people on an iconic British brand and help them in their ambition to be the number one multi-platform gaming and betting destination.”
BBH’s other clients include Google, Vaseline and Men & Care…pretty sure there’s a smutty joke there somewhere.
