GVC Holdings Appoint BBH London for UK Brands Marketing Campaign

Bartle Bogle Hegarty agency tasked with “disruptive” campaign by GVC holdings.

Laptop with marketing image

A new marketing campaign for GVC Holdings © Pixabay.

Marketing agency Bartle Bogle Hegarty has been appointed by GVC Holdings to create a three-year marketing campaign for high street and online brands Ladbrokes and Coral. BBH is to partner with GVC to create a “disruptive” campaign.

Previously two different agencies created marketing campaigns for GVC Holdings, ad agency Cravens previously handled Ladbrokes marketing, and Alpha Century managed Coral’s campaign.

After thanking Cravens and Alpha Century previous work, Grounsell who originally joined Ladbrokes Coral as CMO in April 2019, said at the time that the company was now looking for “one big integrated creative agency” that would take a consolidated approach and help drive the growth of both brands.

Both agencies received warm praise for the work they had done with the GVC brands, Dominic Grounsell, who is the managing director of the GVC UK sports brands division, thanked the agencies for their contribution and stated the pair and played a part in the success of the brands. Saying;

Both the Ladbrokes and Coral digital businesses have been the fastest-growing brands in the sector in recent years, and both agencies have played a significant role in this success. Dominic Grounsell, GVC UK Sports MD.

In September this year, GVC invited pitches through a week-long tendering process run by Oystercatchers Club, one of the UK’s leading marketing management consulting, and marketing outsourcing companies. It was through this process that Bartle Bogle Hegarty was selected. Awarding the contract to BBH was a decision that Grounsell said he was “delighted” with, the MD praised the quality and pedigree of BBH who won the 2018 IPA Advertising Effectiveness Award.

Online sports betting sites and high street bookmakers are subtly changing both the tone and the content of their advertising campaigns recently, with a noticeable shift away from the “bet now” message. Sports betting companies, under public and regulatory pressure are increasingly promoting safer gambling messages and using brand ambassadors.

GVC’s online and high street rival William Hill was one of the first operators to adopt the new approach, in April, the then heavyweight champion Anthony Joshua stared in a TV advertising campaign. Promoting the brand’s heritage and safer gambling initiatives, it was the first time that the boxer had been used in an above-the-line campaign since becoming brand ambassador for William Hill in 2018.

Paddy Power is another example of the changing nature of advertising campaigns by operators. The Irish bookmaker signed former Manchester United and Chelsea manager Jose Mourinho as brand ambassador. However rather than promoting sports betting, Mourinho is being used to tempt sports betting fans into becoming users of Paddy Power Games, the online slot division of Paddy Power. This move to encourage sports betting fans to try gaming products is seen as a prudent move by many in the industry, as betting companies direct and indirect involvement in football is becoming more scrutinised and at risk of more regulation.

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