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The repositioning of William Hill

25th May 2011 9:33 am GMT

Bookmakers battling to increase share in a fiercely competitive and crowded market, with limited product differentiation, have long been forced down the tried-and-tested route of brand-led advertising.

It’s been a safe bet for a market governed by ‘rigorous and robust’ advertising regulations, but market leader William Hill has just launched a new strategy that aims to move beyond branding, on to a product-led strategy. The first TV campaign launched on 7 February.

If successful, the [...]

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