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William Hill Looks to Boost Market Share: Don’t Hold Your Breath

Written by:
Jagajeet Chiba
Published on:
Apr/01/2010

The UK's second largest bookmaker, William Hill, is looking to increase its marketing share by hiring a new advertising agency, The Bank

The bookmaker signaled in February that it is to increase marketing spend this year in a bid to boost its profile.  But don't expect miracles.

William Hill has long been trying to get ad space on the lucrative Gambling911.com website without success.

"Their approach goes something like this," explains Gambling911.com Marketing Director, Payton O'Brien.  "We would like to come on Gambling911.com.  Sure, we will pay the required 6 months advance for X amount of dollars.  Oh, Hi Payton, sorry, we can only do a 1 month test campaign and half of the 1 month payment upfront. 

"They have a reputation among the online gambling affiliate community as having always been a been on the ‘cheapskate' side.  No offense to William Hill, certainly this is a reputable brand but the marketing/advertising arm can definitely use a little ironing out."

By default, William Hill has managed to build its online presence mostly through plenty of free press as one of the United Kingdom's premiere brands.

"They do offer great options," adds O'Brien. 

The Bank replaces Brooklyn Brothers, which had only held the account since November last year, according to Marketing Week UK.

Jagajeet Chiba, Gambling911.com 

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