THIS WEEK: Littlewoods in football focus

Littlewoods Pools has centralised its pools and scratchcard operations, and plans to focus on its football roots - after admitting it scored an own goal by trying to take on the National Lottery over the past year.

Littlewoods Pools has centralised its pools and scratchcard operations,

and plans to focus on its football roots - after admitting it scored an

own goal by trying to take on the National Lottery over the past year.

D’Arcy Masius Benton and Bowles has been signed to handle the estimated

pounds 16m advertising account, with BBJ Media Services taking on the

pounds 8m media account and pounds 14m FA Cup sponsorship.

The wins cover all business for Littlewoods three brands, Pools, Spot

the Ball and Charity Scratch Card, which were previously handled

separately by Lowe Howard-Spink, Stowe Bowden Wilson and Bates Dorland

‘In the past year, we have almost drifted into the lottery arena,’ said

a spokesperson, ‘The future will see Littlewoods refocus itself back on


The decision to unite the three brands and review the advertising and

media accounts followed the appointment of former Golden Wonder

marketing director Tony Hillyer in July.

Hillyer now plans to refocus on, and develop, the firm’s footballing

associations, with new football-related products planned for 1996

The move could mean greater emphasis by Littlewoods scratchcards on

supporting its football pools operation, with cards themed around

particular teams or tournaments.

The company recently signalled its commitment to the Pools business,

launching TV advertising to support the brand and trialling Pools

playstations in independent retail outlets.

‘Littlewoods has gone from a big player in the Pools market to a smaller

player in the soft-gambling market, and the plan is to make it a faster

growing player,’ says BBJ Media Services managing director, Jerry


However, the company’s long-term strategy could soon be out of the

hands of its private owners, the Moores family. Two takeover bids,

including one from Granada, have been made for the company.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers