MullenLowe odds-on as William Hill reviews UK creative

MullenLowe is presumably in the box seat as bookmaker William Hill reviews its UK creative account, having just won the business in the US. William Hill has a new global brand and marketing director in Charlotte Emery. The account spent seven years at Leeds-based Bark & Bite.

William Hill is currently trying to expand in the newly-liberalised US betting market and is reported to have called off a mooted merger with Las Vegas-based Caesars Entertainment.

MullenLowe seems to have thrived in the UK since buying indie agency 101 and now handles accounts including the NHS. The big betting firms don’t have the happiest track record with what we might call established creative agencies. Paddy Power flits hither and thither and Labrokes had a brief spell at BBH before reverting to its traditional tabloid approach.

MullenLowe UK, assuming it’s on the list, might find William Hill a mixed blessing. Gambling ads are controversial in the UK, forever facing a ban which, somehow or other, never seems to happen.

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About Stephen Foster

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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.

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