ildfire will focus on building William Hill’s credibility amongst the technology community and early adopters, in addition to attracting development partners and staff and creating deeper engagement with consumers.
Part of the deal includes the promotion of WHLabs, an initiative set up by the bookmaker to help identify and develop innovations for the gambling sector. Debby Penton, deputy managing director at Wildfire, will head up the William Hill account with support from account directors Kat Farminer and Ben Smith.
“William Hill is one of the most recognized, respected and trusted brands in the betting industry, but despite being responsible for a number of industry firsts it has yet to be widely recognised as an innovator,” Penton said.
“However, with WHLabs the company is really striking out on its own path and putting technology at the centre of everything it is doing,” she added.
Alex O’Shaughnessy, marketing director at William Hill’s online business, added: “Technology and innovation will be a key battleground in the future of betting and gaming, so we deliberately sought out a tech savvy PR agency to help us build our credentials in this space and transform market perceptions.
“Wildfire demonstrated immediate understanding of our business and our vision, and impressed us with their proactive and creative approach to engaging the tech community, as well as ideas for a longer term consumer PR strategy,” he added.