Neds unveils first campaign under new platform 'Neds Level'

23 September 2019

Creative Agency: BCM Partnership

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The campaign was created in by strategic partners Element Insight & Strategy and creative agency BCM.

Wagering brand Neds, owned by Ladbrokes, has unveiled its first campaign under new platform ‘Neds Level’ to reflect the brand’s pioneering approach to innovation.

The creative thinking was led by BCM ECD Christy Peacock and was directed by David Ma, via Finch.

“Neds punters love their sport and are always looking to elevate the punting experience," Ladbrokes chief marketing officer James Burnett says.

"The ‘Neds Level’ platform and our ‘Punters’ Toolbox’ signify our on-going commitment to delivering that experience.”

The platform was built upon the insights and brand strategy developed by Ewen Pettit from Element Insight & Strategy.

“Building on the genuine innovation culture of Neds, we wanted to show punters exactly what betting at the ‘Neds Level’ feels like - it’s exciting, it’s dynamic and it’s the best way to bet," Element Insight & Strategy founder Ewen Pettit says.

This is the second close collaboration between Neds, strategic partners Element Insight & Strategy and creative agency BCM.

Stable-mate brand, Ladbrokes launched its new ‘Back Yourself’ campaign last week.

“Our team at BCM loved taking on this challenge with the fantastic group at Neds, led by James and the finishing touches delivered by Dave and the crew at Finch made this collaboration what it is," Peacock says.

"Fast, furious and a lot of fun. It’s amazing what you can achieve when you get the right team around you.”

The campaign will roll out over the Spring racing carnival and continue into the summer.


James Burnett - Chief Marketing Officer
Keira Samuel – Head of Design
Amanda Sharp - Marketing Producer
Kata Diquiez – Marketing Producer
Mike Kennedy - Creative Consultant

Element Insight & Strategy
Ewen Pettit – Research and Brand Planning

Phil McDonald - Managing Director & Partner
Christy Peacock - Executive Creative Director
Andy Ward – Copywriter

Dave Ma - Director
James L Brown – Director of photography.
Jackie Adler - Producer
Corey Esse – Executive Producer

Aika Miyake - Arc

Atticus Post
Richard Lambert – VFX Editor
Amelia Bromley - Post-Producer

Sonar music
Tim Bridge - Sound design
Jono Ma – Composer
Haylee Poppi - Producer
Sophie Haydon – Executive producer

3P Studio
Haley Stibbard – Managing Director
Caroline Renshaw - Senior Post Producer
Matt Dye - VFX Supervisor
Bradley Coomber - 3D

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