Bookies can’t bet on the right ad agency as William Hill moves again

UK high street bookmaker William Hill is looking for a new agency for the third time in a year according to Campaign, a sign that it’s more comfortable placing each way bets than backing winners.

It’s leaving The Bank which produced this half-decent campaign although its mock funereal tones maybe don’t attract the lads to the betting shop.

The trouble is probably that the ubiquitous Bet365 with its ‘bet in play’ offer and campaign featuring tough guy actor Ray Winstone from Newcastle’s Drummond Central is sweeping up all the business. As this tops and tails Sky’s Premiership football coverage it’s pretty easy to see why the lads in the pub get on their mobiles to do what Ray tells them.

But that’s the problem for William Hill: the betting market has moved on. Although, one suspects, the way to overcome this is not to keep moving agencies.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.