William Hill reviews UK media as betting faces new ad demands

Steve’s breakdown: William Hill is already in New Jersey so why not see what’s going on in the UK with this pitch.

LONDON, UK: Bookmaker William Hill Plc is set to review its UK media planning and buying advertising account, as the betting industry faces-up to a new marketing landscape forthcoming in 2019.

UK marketing news source CampaignLive has revealed that William Hill governance will call for an evaluation of the firm’s media planning and buying strategy, currently managed by long-term incumbent Vizeum UK.

Vizeum UK, who have served as William Hill’s lead media planning and buying agency since 2011, is reported to have committed to re-pitching for the multi £ account.

The FTSE bookmaker will review its UK ad-spend and media planning strategy ahead of betting’s commitment to enforcing the provisions of the ‘Code for Socially Responsible Advertising’, announced last December by the Industry Group for Responsible Gambling (IGRG).

From July 2019, the UK betting industry has voluntarily agreed to implement ‘whistle-to-whistle’ ban on all TV betting adverts during pre-watershed (9 pm) live sports programming – with the exception of horse and greyhound racing.

Further restrictions see digital broadcaster SKY UK confirm that from the beginning of the 2019/2020 English football season, only one betting/gambling related advert will be allowed to be screened per ad-break, with the new ad-policy implemented across its sports and entertainment networks.

In late 2018, William Hill moved to restructure its senior marketing leadership, confirming the appointment of former BAT Tobacco and Premier Foods executive Charlotte Emery to the strategically created role of Group Global Brand & Marketing Director.

William Hill becomes the first UK listed bookmaker to call for a media strategy review in 2019, with competitors likely to follow as betting leadership adjusts to new advertising realities in 2019.

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