William Hill hires Lean Mean Fighting Machine as first digital shop

by Staff, Marketing 13-Apr-05

LONDON - William Hill is increasing its digital marketing focus with the appointment of Lean Mean Fighting Machine as its first online agency.

The agency is creating a digital advertising campaign to promote online betting on Champions League football matches. It will also develop generic online activity for the high-street bookmaker.

William Hill, which has tended to handle its online creative in-house, is planning a number of direct-response campaigns to drive consumers to the William Hill website to place a bet.

The agency approached the bookmaker with an offer of performance-based remuneration. Part of its fee will depend on the campaign's effectiveness.

The Champions League campaign has been planned and bought by I-level. Based around newspaper headlines from previous matches, it will run across MSN, Yahoo!, AOL and the Aura Sports network until May 25.

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