Ladbrokes gambling group puts GBP50 million into new strategy

Tuesday June 21 , 2011 : Land and online gambling group puts GBP50 million into new strategy
According to reports in Marketing Magazine, the UK land and online gambling group Ladbrokes is planning an innovation strategy that involves  a marketing investment of GBP50 million.
The company is to refocus its marketing strategy by using insights gained online to shape its above-the-line advertising in order to position Ladbrokes as an innovative bookmaker.
As part of the strategy, the betting firm has moved its GBP8 million ad account out of M&C Saatchi and into SapientNitro.
The switch in strategy follows an 11.9 percent drop in profits at Ladbrokes in 2010.
‘We realise it is imperative to strengthen our capabilities in areas such as sportsbook, technology and online marketing,’ said Ladbrokes chief executive Richard Glynn earlier this year.