Agencies invited to pitch for lucrative marketing account.
The Australian branch of Brit gambling group William Hill plc is making changes to its advertising agency Downunder prior to a major marketing drive following its acquisitions of Sportingbet, Centrebet and Tom Waterhouse.
The AdNews newsletter reports that after spending A$700 million on acquiring the companies, William Hill Australia plans to consolidate its brands and develop new creative for the marketing push as it strives to build its already impressive market share in the land of Oz.
"Creative agencies are pitching for the business this week," AdNews reports. "Agencies are competing for the consolidated Sportingbet and Centrebet business – soon to be rebranded under the William Hill name – but it appears that the Tom Waterhouse brand will remain a separate entity for the time being."
Creative for Tom Waterhouse is currently handled by the Fenton Stephens agency in Melbourne, whilst MediaCom has handled media buying for the bookie company for the past few months.
Currently, the Sportingbet media account is held by the UM agency. Previously The Works handled some creative duties for Sportingbet and Centrebet, but it has not worked with the brands since William Hill acquired the businesses, AdNews reports.