Last week, its UK, Italian, and Spanish lead creative agency, Leeds based marketing agency Bark&Bite, terminated its partnership. William Hill quickly held a creative review to replace its seven-year partner.
The bookmaker has adopted a European-wide partner in 72andSunny, after holding a four-way pitch. The agency is briefed with "establishing William Hill as the first choice in the gambling category, highlighting its premium status and developing an emotional connection with its audience".
The first work will build on William Hill’s new brand-led proposition, which recently featured global brand ambassador Anthony Joshua (who just weeks ago lost all three of his world titles to challenger Andy Ruiz Jr).
The first work will launch across social, digital, TV and OOH in August in lead markets UK and Spain.
Charlotte Emery, global brand and marketing director at William Hill, said: “It’s an exciting new chapter for William Hill. Our industry is changing at a rapid pace and it is important for us to be at the forefront of the conversation.
"To achieve our new approach, we needed a new creative partner and 72andSunny best illustrated their understanding of our brand and how we can create an emotional connection with our target audience in a fun and responsible way.”
Stephanie Feeney, executive strategy director and partner at 72andSunny Amsterdam, said: “The team at William Hill set a pitch brief with a rich strategic territory – a gift, really.
"The work that we've come to together has a real everyday poetry to it; at once elevating the brand above the clutter of the category, while also staying grounded in real life.”
The pitch was run in-house by William Hill’s marketing and procurement teams.