Ad Agencies Compete for William Hill’s Promotional Business

Will Hill pursues plans to spread its in-house marketing

This week, the UK online and land gambling group William Hill plc announced that it is looking for an advertising agency which will take charge of its GBP5 million worth promotional business, thus confirming that it has departed from its in-house driven marketing policy. It was reported by the UK media that many agencies would like to be in charge of the account, which will mostly focus on the company's internet gambling marketing.

Prior to this, Will Hill has also turned to outsourcing, as earlier this year it awarded a contract to The Bank agency. However, its expanded online activities now require additional external back-up. Also, in 2009, Will Hill also agreed with agency BJL from Manchester to produce online gambling TV ads.

In addition, the sources from the company stated that due to the success with the “I Will” campaign, and grand projects supporting the company’s involvement in the football World Cup, The Bank would remain the main external partner.

The marketing media learned from Kristof Fahy, group brand and marketing director for William Hill that: "This is an exciting time for us. Continued growth will be our focus, and we have a pipeline of innovative products to bring to the market. An expansion of our agency roster will ensure that we continue to create great campaigns in 2011 and beyond."

It was added in the reports that the company has already called on various agencies to compete for the extended account in a process headed by in-house manager Alex O'Shaughnessy.

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