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Jul 20 2011

Ladbrokes Appoints SapientNitro as Lead Creative Agency


BOSTON and LONDONJuly 21, 2011SapientNitro, part of Sapient (NASDAQ: SAPE), announced today that Ladbrokes has awarded its advertising account to SapientNitro, as the UK-based company continues to reinvigorate its position in the betting and gaming market. The account, which runs the gamut of media – TV advertising, print, radio, digital, video, social media, and retail communications – will be serviced out of SapientNitro’s London office.

SapientNitro was appointed as lead creative advertising agency of record (AOR) for Ladbrokes in a competitive pitch conducted by ISBA. Beating out traditional advertising agencies, SapientNitro assumes full duties for Ladbrokes’ multi-channel advertising. A new TV and print campaign is due to break in August.

The appointment deepens an existing business relationship between Ladbrokes and SapientNitro, which already provides strategy and technology services to Ladbrokes’ online and retail operations.

Says Stephen Vowles, customer experience director at Ladbrokes: “We believe that SapientNitro's brand ideas will drive success for Ladbrokes in autumn and beyond.”

Nigel Vaz, managing director, London, for SapientNitro adds: “We're very excited to have the opportunity to develop compelling advertising and to continue our work to transform the Ladbrokes' brand and business across the entire customer experience ecosystem.”

Vaz continues: “Ladbrokes was looking to align its marketing communications more closely with changing consumer behavior and customer expectations – a forward-thinking brand approach that’s also at the core of the way SapientNitro works. The autumn campaign is based on new customer insights that will add value both to Ladbrokes and its customers.”

Walker Media was retained as the media planning and buying agency in the review.

About SapientNitro

SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Foot Locker, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

About Ladbrokes
The name Ladbrokes is synonymous with betting and gaming: the hallmark of a premier brand. The Company, the origins of which date back to 1886, employs over 14,000 people in Britain and over 16,000 in total. It is one of the world’s leading betting and gaming enterprises. Ladbrokes is a market leader in retail bookmaking in the UK, Ireland, Belgium and Spain where it operates a combined total of more than 2,700 betting shops. The Company also operates betting facilities at eight FA Premiership grounds and nine racecourses, including Ascot. In addition to its extensive retail presence Ladbrokes offers thousands of betting markets on a daily basis via the Internet, mobile Internet and telephone. The telephone betting operation services 85,000 customers, while, the Company's online betting and gaming facility, has attracted nearly 800,000 active clients. Betting is offered via 13 tailored sites in nine different languages; supporting 17 currencies. The site incorporates the highest levels of security, which underwrite an integrated array of sports betting and gaming services available 24 hours a day, 365 days of the year. Ladbrokes is focused on building its digital capabilities to realise its vision of becoming a fully e-enabled international betting and gaming business.

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Sapient is a registered service mark of Sapient Corporation.

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