UK gambling group extending its in-house marketing effort

The UK online and land gambling group William Hill plc has apparently departed from its in-house driven marketing policy by confirming that it is in the market for an advertising agency to handle some GBP5 million of its promotional business.
 
Advertising media in the UK this week reported that agencies will be keen to land the account, which will be predominantly focused on the company's internet gambling marketing.
 
It's not the first time that Will Hill has outsourced – earlier this year it awarded a contract to The Bank agency, but now reportedly needs additional external back-up as it expands its online activities.
 
Company sources said that The Bank would remain the priority external partner following its success with the "I Will" campaign and major projects supporting the firm's involvement in the football World Cup. In 2009, Will Hill also took on the Manchester-based agency BJL to produce online gambling TV ads.
 
Kristof Fahy, group brand and marketing director for William Hill told marketing media: "This is an exciting time for us. Continued growth will be our focus, and we have a pipeline of innovative products to bring to the market. An expansion of our agency roster will ensure that we continue to create great campaigns in 2011 and beyond."
 
Reports are that William Hill has already invited a number of agencies to pitch for the extended account in a process headed by in-house manager Alex O'Shaughnessy.