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Cicero has been awarded with the Best Media Relations Campaign at the 2016 CorpComms Awards.

Cicero was nominated for its work with Ladbrokes, the leading global sports betting and gambling company. Cicero’s work positioned Matthew Shaddick, Ladbrokes Head of Political Betting, as a trusted expert offering political insight ahead of the EU Referendum.

Journalists have been wary of quoting bookmakers, instead speaking to representatives of opinion pollsters until disillusionment over the shock 2015 General Election result, which no pollsters saw coming. This created the opportunity to establish Ladbrokes as a ‘go-to’ authority ahead of the EU Referendum.

Cicero’s activity included a daily email sent to all UK political journalists featuring the most up-to-date odds, with each release reflecting on unique or changing elements, such as betting numbers, special odds, regional disparities, or changing betting numbers and conditions. The Cicero team then called broadcasters to put forward Shaddick and other Ladbrokes experts to discuss the day’s release on air or for future programmes.

As a result of this work, Shaddick made 10 broadcast appearances, featuring on the BBC’s Daily Politics, Sky News, BBC Radio 5 Live, CNBC and Bloomberg. Cicero also achieved 123 pieces of coverage across all major national print and online media.

Ladbrokes was the most quoted bookmaker in the run up to the EU Referendum – receiving 34 per cent of all print mentions in June. The EU Referendum is now the biggest non-sporting event in Ladbrokes’ history. Its dedicated referendum site received almost one million views while nearly 10,000 new customers signed up as a result of its activity.

“This was a solid, tactical campaign,” said the judges. “There was a proper commitment to the cause, and while competing in a very cluttered market, this was media relations on steroids.”


Commenting, Mike Robb, Executive Director, Cicero Group, said: “Working with Ladbrokes the team were able to expertly demonstrate the benefits of a strong, well-conceived PR campaign during an historic vote that gripped the country. While the vote to leave the European Union was unexpected, the monumental success of this campaign came as no surprise.”

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