William Hill seeks new European appeal with 72andSunny Amsterdam

William Hill marketing has disclosed that Amsterdam agency 72andSunny has won its ‘four-way pitch’, becoming the creative lead of its £ multi-million advertising account.

Issuing a corporate update, William Hill confirms the appointment of 72andSunny as ‘Lead European creative agency’, working on a remit of establishing William Hill betting and gaming brands as ‘first choice in the gambling category’.

This month, former William Hill creative advertising incumbent Bark&Bite Leeds, announced that it had ended its seven-year relationship leading the FTSE bookmaker’s creative strategy.

The appointment of 72andSunny forms part of William Hill’s group-wide marketing restructure, being overseen by new Global Brand & Marketing Director Charlotte Emery.

The marketing overhaul will see 72andSunny work alongside WPP subsidiary WaveMaker Global as William Hill’s new media planning and buying lead agency.

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.”

Moving forward, 72andSunny will build upon William Hill’s new brand-led outlook following on from their recent brand campaign – which featured Hill’s Global Brand Ambassador Anthony Joshua.

Founded in 2004, 72andSunny is a specialist brand and creative agency, which develops campaigns for high-spend advertisers, seeking to engage with broader audiences.

72andSunny has led creative development and concepts for Google Pixel3, Lynx AXE, the NFL and Adidas’ Creators Unite

Stephanie Feeney – 72andSunny

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 creative pitch was run in-house by William Hill’s marketing and procurement teams.

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