Ladbrokes focuses on customer relations

March 6, 2005

Ladbrokes has appointed interactive agency Agency.com and direct marketing agency WWAV Rapp Collins to improve its customer relations. Both agencies are owned by Omnicom, and together will provide a customer relationship management (CRM) system for Ladbrokes online and telephone customers.

Agency.com will focusing on the digital side of the business, while WWAV Rapp Collins will concentrate on Ladbrokes’ offline communications and data strategy.

The agencies will provide a full service CRM solution, including on and off line communications strategy, data analysis and segmentation, creative development, production and management of campaigns.

The agencies, which won the contract following a 7-way pitch, will initially provide their service to Ladbrokes’ UK customers, with plans to extend full services throughout Europe and the Far East.

Darren Moffett, general manager of CRM at Ladbrokes, said: “With the e-gaming marketplace growing at such a rapid pace, it is absolutely crucial that we not only focus on market share growth but also on the value of our existing customers.”

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