William Hill appoints EGS to take a fresh look at its media strategy

William Hill has added planning communications agency Edwards Groom Saunders (EGS) to its roster. The agency has a brief to devise a new strategy for 2008.

The appointment does not affect Initiative Media, which handles the bookmakers’ media planning and buying account.

William Hill is understood to have spent £12m on advertising and marketing this year, up from nearly £6m in 2006. It is thought that this could increase to as much as £20m in 2008.

William Hill marketing director Chris Edgington says: “We’re operating in a competitive market and a very different one from five years ago, and therefore we are working hard to get some new thinking into William Hill’s communications strategy.”

EGS previously handled Ladbrokes, but parted company with them last year.

William Hill was considering revamping its corporate identity earlier this year, but halted plans due to the uncertainty over the introduction of the Gambling Act.

Edgington says the company will be reconsidering these as part of its strategy for next year.

The relaxation of advertising rules, which was introduced in September, has led to bookmakers and other gambling operators ramping up advertising activity.

Last week, William Hill’s rival, Ladbrokes, became the first of the major high-street bookmakers to advertise on TV with an ad starring Jimmy Hill and former footballers Ian Wright and Ally McCoist. Online betting exchange operator Betfair also launched a television campaign earlier this month.