Ladbrokes appoints BBH as new ad agency

At the time of writing, Ladbrokes had not commented on the appointment but had hinted that an announcement was due soon.

The review was called in September following a restructure within the company's marketing department.

Last month, Ladbrokes formed a partnership agreement with Chelsea Apps Factory which will create a mobile development resource working alongside the Ladbrokes Mobile Sportsbook team.

Commenting on the launch, Ladbrokes Digital MD, Jim Mullen said: “With our move to the Mobenga platform on track and imminent, we need to ensure our mobile offer stays relevant for the customer in a rapidly evolving market. In teaming up with expert partners, we are taking the best in the market and applying them solely on the Ladbrokes product with a remit to constantly innovate, measure and improve our product. Customer expectations of the mobile experience are growing rapidly and we need to meet and exceed them to maximise value in this growing market.

“This is another step in the journey of our digital offer and with the World Cup in the summer likely to be the most competitive sporting event on mobile ever, we are acting now to ensure we are in great shape to attract and retain customers to our site from the World Cup and beyond.”

Mike Anderson, CEO of Chelsea Apps Factory said: “We have been delivering in this space for some time and have helped many companies begin on their journey through the rapidly evolving mobile world by developing applications that are unique, exciting and engage the end user. In teaming up with a brand as powerful as Ladbrokes and in co-locating a dedicated team we can see an opportunity for the Ladbrokes brand to really punch above its weight in the market."

That partnership was then followed by the launch of the bookmakers new mobile sportsbook.