UK bookmaker Ladbrokes has ended its relationship with Sapient Nitro and appointed Bartle Bogle Hegarty London (BBH) as its new advertising partner following a pitch process. 

The operator will now work with BBH to develop a new advertising strategy, which is due to launch in the spring.

A pitch process to select a new advertising partner was announced in September last year, and while Sapient Nitro participated, having worked with the operator since 2011, they lost out to BBH.

BBH will now handle Ladbrokes’ TV, print, outdoor and mobile advertising campaigns.

Ladbrokes director of brand and research Andy May commented that BBH had a world-class reputation, and predicted that the agency’s appointment would help drive the success of future advertising campaigns.

“The last year has seen our retail estate enhance its customer offer with more choice of sports for customers to view and bet on, more wi-fi access, targeted 'price lock in' promotions, empowered local management delivering local initiatives and the introduction of self service betting machines terminals,” May explained. “In digital we have a new sportsbook offer and a new Ladbrokes mobile offer and across both we will see further enhancements in the year ahead.”

He said that with so much innovation taking place within the business, it was necessary to take a new approach with advertising.

As a result the stars of its current campaign, Italian football commentator Tiziano Crudeli and former footballer Chris Kamara will be dropped.

May said the pair had served the brand well, and built on the high recognition the Ladbrokes brand already has. He added that Kamara would continue to represent the operator’s brand in future.

BBH London deputy chairman Jon Peppiatt added: “We are thrilled with this appointment as we get to work with great people on an iconic British brand and help them in their ambition to be the number one multi-platform gaming and betting destination.”