William Hill US issues call for lead creative agency

UK marketing news source CampaignLive has disclosed that FTSE250 betting group William Hill Plc, has issued a call-to-market for a North American agency to lead the brand and marketing development of its William Hill US sportsbook property.

William Hill governance has made no secret, that 2019 will be the year in which the FTSE group establishes itself as the leading betting incumbent for the liberalised US market post-PASPA’s federal repeal.

A busy 2018, saw William Hill US expand its stateside footprint beyond its properties in Nevada, as the UK legacy bookmaker secured new wagering contracts with casino operator Eldorado Resorts Inc and US leisure/entertainment conglomerate MSG Networks.

William Hill’s early market movements, saw Group Chief Executive Philip Bowcock declare to investors that the bookmaker had secured the biggest active US wagering footprint  – a key directive of William Hill’s corporate transformation programme

The creative agency review will be one of the first critical directives taken up by Sharron Otterman, recently appointed as William Hill US’ first Chief Marketing Officer.

The former NBC and ESPN media executive joined William Hill US executive team last July, tasked with establishing the bookmaker’s US marketing strategies for media planning, developing brand awareness and agency management amid a disrupted US gambling landscape.