Caroline Parry speaks to William Hill marketing director Kristof Fahy about his strategy overhaul.

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 launched a new strategy earlier this year that aims to move beyond branding, on to a product-led strategy. The first TV campaign launched in February.

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