Exclusive: William Hill picks 72andSunny as new creative agency

William Hill has appointed 72andSunny Amsterdam as its new European creative and marketing agency following the recent end of its seven-year partnership with Bark & Bite, EGR can reveal.

72andSunny was selected following a four-way pitch led by the UK bookmaker’s in-house marketing and procurement teams, with the new agency tasked with building upon Hills’ new brand-led strategy.

In April, William Hill announced it had recruited British boxer Anthony Joshua to lead a new-look TV advertising campaign focusing on the company’s brand heritage and safer gambling initiatives.

“Our industry is changing at a rapid pace and it is important for us to be at the forefront of the conversation,” Charlotte Emery, global brand and marketing director at William Hill, said.

“To achieve our new approach, we needed a new creative partner and 72andSunny best illustrated their understanding of our brand and how we can create an emotional connection with our target audience in a fun and responsible way.”

British boxer Anthony Joshua is currently the face of William Hill’s new brand-led strategy

72andSunny’s first work will launch across social, digital, TV and OOH in August with a particular focus on William Hill’s work in the UK and Spain.

Stephanie Feeney, executive strategy director and partner at 72andSunny Amsterdam, added: “The team at William Hill set a pitch brief with a rich strategic territory – a gift, really.

“The work that we’ve come to together has a real everyday poetry to it; at once elevating the brand above the clutter of the category, while also staying grounded in real life.”