William Hill marketing has disclosed that Amsterdam agency, 72andSunny has officially won its ‘four-way pitch’, becoming the creative lead of its multi-million pound advertising account.

Founded in 2004, 72andSunny is a specialist brand and creative agency, which develops campaigns for high-spend advertisers, seeking to engage with broader audiences.

When issuing a corporate update, William Hill confirmed the appointment of 72andSunny as ‘Lead European creative agency’, working on a remit of establishing William Hill betting and gaming brands as ‘first choice category’.

Former William Hill creative advertising incumbent, Bark&Bite Leeds, announced the ending of its seven-year relationship with FTSE bookmakers’s creative strategy.

72andSunny’s appointment will form part of William Hill’s group-wide marketing restructure, being overseen by new Global Brand & Marketing Director, Charlotte Emery.

This marketing overhaul will see 72andSunny work alongside WPP subsidiary, WaveMaker Global as William Hills’s new media planning and buying lead agency.

Charlotte Emery, Global Brand and Marketing Director at William Hill, said, “It’s an exciting new chapter for William Hill. Our industry is changing at a rapid pace and it is important for us to be at the forefront of the conversation. 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.”

Moving forward, 72andSunny will be building upon William Hill’s new brand-led outlook, following on from their most recent brand campaign, which featured William Hill’s Global Brand Ambassador, Anthony Joshua.