Following the success of its “This Time We Play Together” campaign for this summer’s UEFA Euro 2020 championships, Ladbrokes has stated that it will keep Neverland as its principal creative agency.
To marketing news source Campaign, Dominic Grounsell, Entain Plc’s UK and IRE MD for Sports Brands, confirmed Neverland’s renewal, applauding the agency’s creative approach and fresh thinking in repositioning the Ladbrokes brand to a larger audience.
Split of creative accounts
Entain opted to split the creative accounts of its flagship Ladbrokes and Coral betting brands ahead of a vital summer period containing Euro 2020 trade, and Neverland began working with Ladbrokes in April.
The incumbent BBH London would handle Coral’s advertising, while Neverland would handle Ladbrokes as the independent agency’s first sports betting client.
Neverland debuted “This Time We Play Together” – an HD commercial commemorating “football’s unifying and enthralling return to the international stage” – as the lead agency for Ladbrokes Euro 2020.
Neverland’s work would help Ladbrokes get more marketing acclaim, as “This Time We Play Together” was named Campaign’s “Pick of the Week” ad – a notable accomplishment given that all of Ladbrokes’ competitors had renewed or relaunched campaigns for Euro 2020.
Neverland will handle Ladbrokes’ creative advertising strategy, while The7Stars will serve as the principal strategic media planning agency for the combined accounts of Ladbrokes and Coral.