William Hill plans first foray into TV with bingo ad

Bookmaker William Hill is launching a TV campaign to promote its bingo arm, marking its first foray into television advertising.

The campaign will launch in March. Marketing director Chris Edgington says the ad is a “test” and it will run as part of a wider campaign.

William Hill recently appointed former MyTravel head of marketing Adam Harris to the newly-created role of marketing controller. Harris, who started in the role at the beginning of February, was at the time evaluating the “right media” for the company, part of which was the possibility of a TV push. Harris is in charge of a team of 30 that covers online, retail marketing, product development and offline activity.

Harris says: “William Hill is very focused on getting an immediate return on any investment in marketing.” He was appointed to “exploit the opportunities” offered by the relaxation on rules relating to gambling advertising in the Gambling Act 2005 in September last year.

The company is also looking to increase its investment in its online business. It is also concentrating its efforts on entering the Spanish sports betting market.

The bookmaker has poached many of its key players from rival gambling companies, including Coral’s former managing director Wilf Walsh. February signaled a change in the company’s top-level team, after it promoted its operations director Ralph Topping to chief executive.

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