888 unifies UK media accounts with Wavemaker

888 Holdings has announced that London marketing agency Wavemaker will take charge of its +£40m media planning and buying account for all UK brands.

In February, the LSE gambling group called for an agency pitch as part of its ongoing post-merger integration with William Hill.

Wavemaker, which won the four-way pitch, has served as the incumbent agency for William Hill since 2019, working alongside creative account 72andSunny on new HD campaigns to refresh the heritage bookmaker’s brand with UK audiences.

The decision sees the WPP agency replace Zenith as the lead media account for 888 brands within the UK and will manage a complete portfolio, including Mr Green.

2022 saw the individual brands of 888Poker, 888Casino, and 888Sports consolidated under the unified brand of 888, which led the company to launch its new master slogan, “Made to Play.

The appointment of Wavemaker was confirmed by 888 and William Hill UK Marketing Director Michael Sheehan to marketing news source CampaignLive.

He stated, “We are really excited to renew our partnership with Wavemaker. As we look to lead the gambling category by creating the very best betting and gaming experiences for our customers, Wavemaker will help us deliver this vision.”

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