Ladbrokes has named Atomic London as its new lead creative agency. The move follows a competitive pitch run by parent company Entain. The appointment aims to reshape Ladbrokes’ creative direction with a fresh brand platform—Ladbrokes creative agency strategy is at the heart of the plan.

• Atomic London came out on top after a pitch process led by Entain’s CMO, Charlotte Emery. The agency was chosen for its insight into the space Ladbrokes operates in and its ability to build campaigns with wide appeal. Emery said the agency’s pitch delivered a “big, enduring and exciting” creative platform.
• The new brand platform will span both sports and gaming, with the first major campaign scheduled for an autumn rollout. This signals a wider shift in how Ladbrokes wants to engage with its audiences across channels. The Ladbrokes creative agency will play a central role in unifying its brand voice.
• Atomic London will lead strategy and creative development for Ladbrokes in the UK market. The agency’s Orbit model—bringing together brand, talent and social expertise—was a key selling point. It aims to produce ideas that connect throughout the entire customer journey.
• CEO Jon Goulding of Atomic London described the partnership as a major step for the agency. He highlighted the brand’s heritage and ambition as a good fit for Atomic’s growth plans. Goulding called the win “a brilliant” one that plays to the agency’s strengths.
• The campaign’s focus is on achieving stronger brand consistency and tapping into new customer segments. Atomic’s work will support Ladbrokes in aligning its messaging across retail and digital. This aligns with Entain’s broader push to evolve its brand portfolio.

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