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Ladbrokes’s advertising account to be reviewed

UK bookmaker Ladbrokes has confirmed it is to place its multi-million pound advertising account up for review.

According to marketing website The Drum, the account has been held by SapientNitro since it was appointed lead creative agency in July 2011.

SapientNitro is believed to have been invited to re-pitch for the account, but neither the marketing agency nor Ladbrokes would confirm this.

Under the leadership of SapientNitro, Ladbrokes has enjoyed a range of success in its multi-channel advertising efforts.

SapientNitro developed the ‘Game On’ campaign, featuring Italian football commentator Tiziano Crudeli and UK football television pundit Chris Kamara.

In addition, the recent Holden Pearmain Advertising study by Kantor revealed that Ladbrokes’ live odds campaign during the 2012 Uefa European Championships football tournament had the highest awareness in the UK bookmaking market – with a year-on-year increase in awareness of 53%.

The review comes shortly after the departure of the bookmaker’s chief marketer Stephen Vowles, who left the company earlier in September to join UK retail store chain Argos.

Vowles’ departure led to a major reshuffle of the marketing team, with existing board member Nick Rust being handed overall responsibility for marketing.

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