William Hill appoints The Bank to handle advertising

William Hill has continued with the overhaul of its marketing strategy by appointing The Bank to handle its advertising account.

The appointment follows a review of the company’s marketing instigated by the recently appointed brand and marketing director, Kristof Fahy.

The bookmaker signaled in February that it is to increase marketing spend this year in a bid to boost its profile and market share.

It wants to grow its online business and has vowed to increase marketing investment for its digital offering to 25% of net revenue.

The bookmaker is also hoping to cash in on the expected increase in sports betting around the June World Cup.

To this end, The Bank has created a multimedia campaign that aims to push the bookmaker as the “home of betting”. The activity features supporters explaining their matchday rituals – prefixed with the words “I will” – and concludes with the line: “‘I will visit William Hill”.

The bookmaker recently reported net revenue rose 4% to £963.7m in 2009. The increase was driven by a 63% uplift in online income that offset a 4% decline in revenue from its high street operation.

The company said “proven marketing expertise” helped boost performance.   

The Bank replaces Brooklyn Brothers, which had only held the account since November last year.

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