Ladbrokes Australia has selected Saatchi & Saatchi to be its creative lead agency following a competitive pitch process.
Australian marketing news sources report that Saatchi & Saatchi Australia won the multi-million AUD $ account beating a number of agencies shortlisted by the bookmaker, including Leo Burnett, M&C (Saatchi Group) and George Patterson Y&R.
Saatchi & Saatchi will be tasked with implementing a new creative marketing direction for Ladbrokes Australia’s who lunched its online betting services in 2013.
In recent market updates FTSE-listed Ladbrokes governance have highlighted the importance of corporate growth in Australia, which has seen a number of new international entrants in William Hill, Paddy Power, Unibet and bet365 compete for market share.
The appointment of Saatchi & Saatchi as creative lead, follows Ladbrokes Australia’s announcement in March that Simon Jarvis had been appointed new Chief of Marketing following the departure of James Burnett after three years in the role.
On winning the account Saatchi & Saatchi Australia CEO Michael Rebelo commented that his agency would help Ladbrokes achieve its “ambitious vision”
“The online betting category is highly competitive, high growth and full of creative opportunity.We’re looking forward to the challenge in partnership with Ladbrokes.”