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Reading: Ladbrokes Targets The Racing Punter In New TVC Created By BCM
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B&T > Campaigns > Ladbrokes Targets The Racing Punter In New TVC Created By BCM
Campaigns

Ladbrokes Targets The Racing Punter In New TVC Created By BCM

Staff Writers
Published on: 13th September 2019 at 9:45 AM
Staff Writers
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2 Min Read
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In the next evolution of the ‘Back Yourself’ brand platform, Ladbrokes has changed up its creative approach to strike a stronger chord with punters, during the upcoming Spring Carnival.

The campaign is the first work from new agency partner BCM, led by ECD Christy Peacock, and was directed by Joel Harmsworth, via The Sweetshop and it launches this week.

Ladbrokes said CMO James Burnett said: “We carried out an extensive research and strategy process with Ewen Pettit from Element, which uncovered some unique and powerful opportunities for the Ladbrokes brand.

https://www.youtube.com/watch?v=ylwesnZIjnk&feature=youtu.be

“The creative work we’ve developed with BCM shows a much deeper understanding of the punter, how they think and the effort they put in. We really enjoyed the collaborative spirit that we had with BCM and was engendered by Christy.”

BCM managing director and partner Phil McDonald said: “We are very happy to be working with the Ladbrokes team on their brand. This idea was all about showing an appreciation of the real science of punting and the elements of spring racing that get punters excited.

“Christy and the collective team have created something that’s perfect for the Ladbrokes brand and that will no doubt connect with the real horse racing enthusiasts.”

Credits

Ladbrokes

James Burnett – Chief Marketing Officer

Nathan Low – General Manager Marketing

Louise Eadie – Creative Producer

BCM

Phil McDonald – Managing Director & Partner

Christy Peacock – Executive Creative Director

Sam Boyd – Copywriter

Brendan Greaney – Copywriter

Shaun Egan – Art Director

Element Insight & Strategy

Ewen Pettit – Research and Brand Planning

The Sweetshop

Joel Harmsworth – Director

Llew Griffiths – Executive Producer

Arc

Graeme Pereira – Offline Editor

Cutting Edge

Samara Keune – Senior Post-Producer

Billy Wychgel – Colourist

Mike Lange – Sound

Tim Schultz – Online Editor

 

 

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TAGGED: BCM, ladbrokes
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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