William Hill selects 72andSunny for European advertising

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William Hill, one of Europe’s leading betting and gaming brands, has appointed 72andSunny Amsterdam to handle its creative advertising account after a four-way pitch. 

Establishing London-headquartered William Hill as the first choice in the gambling category, highlighting its premium status and developing an emotional connection with its audience are at the heart of 72andSunny’s strategy, the company said. 

The initial venture with 72andSunny will build upon William Hill’s new brand-led outlook following on from its recent brand campaign - which featured Hill’s global brand ambassador, Anthony Joshua.  

72andSunny’s first work will launch across social, digital, TV and OOH in August. The lead markets are the UK and Spain.

“It’s an exciting new chapter for William Hill", Charlotte Emery, Global Brand and Marketing Director at William Hill, said. 

"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.

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