Polishing the brand

The major British online and land gambling group William Hill plc could be getting a brand brush-up in the near future following the appointment of consultants Wolff Olins this week.
According to a report in Marketing Magazine, the gambling group has tasked the top consultancy with overhauling its brand positioning to “respond to changing consumer betting habits.”
Wolff Olins was chosen following a three way pitch with rival branding agencies Elmwood and Heavenly.
Jarrod Hollingdrake, William Hill’s marketing manager, said the agency had been hired on a short-term basis to work on proposals looking at the company’s brand strategy.
Marketing Magazine points out that William Hill is not the first predominantly bricks-and-mortar bookmaker to carry out an overhaul. Last month, betting chain Coral reworked the interior of its UK branches. The revamped look is being rolled out on a trial basis in selected shops, and, if successful, will be extended nationally.
Such activity by high-street betting shops comes as remote gambling in the UK, both though online and via TV channels, is on the rise. In 2009, 9.9 percent of the population took part in at least one form of remote gambling – usually the national lottery, compared with 7.3 percent in 2006, according to the government’s regulatory body, the Gambling Commission.

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