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M&C Saatchi has been handed a global Ladbrokes branding brief as the betting company gears up for the introduction of the Gambling Act later in the year.
The project will have particular emphasis on Europe - especially the UK, Italy, Spain and Ireland - and the US, where Ladbrokes has invested heavily in internet gambling.
M&C will be briefed to reassess the Ladbrokes brand, develop a brand strategy and produce all of the creative work. This will also include a number of TV executions in the UK following the deregulation of Sports Book Betting in September.
The Gambling Act 2006 ...