New advertising agency shows its paces

UK football fans can expect an avalanche of new William Hill advertisements this weekend as the company launches its latest football campaign - the first created by its new agency The Bank.

The marketing publication Drum reports that the London-based ad agency was tasked at the beginning of March with reinforcing the brand’s association with football ahead of this year’s World Cup in South Africa, with the campaign target the positioning of William Hill as the ‘home of betting’.

The creative idea will run across all media activity at regional level, handled by both The Bank and the in-house marketing department.

The television element was produced by the agency’s in-house production department and directed by creative founder Ian Cassie.

Kristof Fahy, brand and marketing director at William Hill, told The Drum: “We are trusted – with over 75 years of experience and a huge presence both on the high street and online. Simply put we are the home of betting in the UK and as such, we have a unique place in the minds of the British public.

"This next period of activity will coincide with our continued drive to offer customers an unrivalled experience online, on the phone and on the high street. The Bank showed the kind of strategic insight and clarity of creative thinking we are looking for.”

Cassie added: ”Our task has been to take all the great things that the William Hill brand stands for and re-present it in a creative idea that is unique, flexible and persuasive which can work as effectively in a TV spot as on a betting slip.”