GVC calls for agency pitch merging Ladbrokes & Coral creative accounts

FTSE250 gambling group GVC Holdings will move to consolidate the creative advertising accounts of its UK flagship operators Ladbrokes and Coral.

The account review is undertaken despite both GVC brands switching lead creative agencies during the course of 2018.

Seeking to bolster World Cup Russia 2018 engagement, Ladbrokes launched its nationwide ‘Bettors of Britain’ campaign under the guidance of Cravens Newcastle, whilst GVC counterpart Coral launched ‘Sports Rodstein’ as its lead UK campaign developed by Alpha Century London.

Speaking to UK advertising new source CampaignLive, Dominic Grounsell, GVC Managing Director of UK & IRE Sports Brands, confirmed that Ladbrokes & Coral had ended relationships with their respective creative agencies.

Grounsell further confirmed that GVC would launch a creative pitch, seeking a larger agency incumbent able to maintain both brands under a dual-brand agency approach.

Seeking to deliver short-term group savings of £70 million, in 2017 an enlarged GVC announced the appointment of The7Stars as the consolidated media planning and buying agency for Ladbrokes and Coral brands.

GVC’s agency search will be supported by UK agency consultancy Oystercatchers, overseeing the creative pitch process.

Adjusting to new UK media demands imposed by betting’s voluntary whistle-to-whistle advertising ban on live sports broadcasting, GVC joins competitors William Hill and Sky Bet in undertaking reviews of its agency management set-up.