Case Studies
William Hill's Big Win:
Doubling Down on Creative
While Cutting Costs
Case Study
Snapshot
William Hill
a leading UK gaming brand
Client
Services
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Production strategy development
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Production feasibility advising
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Freelance director assessment
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Production execution
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Social media element integration
Results
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2 major campaigns delivered for 30% less than the price of one.
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20% increase in deliverables ​
Client intro
William Hill is a leading UK gaming brand known for its high-quality marketing campaigns.
Problem
William Hill were forced to cut their marking budgets while they were being aquired by 888sport.
At the time, the in-house brand creative and marketing department had two major TV commercial campaigns slated for delivery; one for the upcoming Football World Cup, and one as a legal obligation to the Safer Gambling commission.
The recent budget cuts meant they had barely enough to make one, let alone two TV Commercial campaigns. To make matters worse, they now also needed to increase deliverables to cover other EU markets, and include a new Social Media component.
William Hill were accustomed to working with traditional production companies, which was proving incompatible with the new budget level and scope.
​
While William Hill had some in-house production resource, they knew they lacked the experience to manage campaigns of this size and difficulty and recognised they needed support.
Solution
William Hill were quick to see that their traditional big production company approach was not going to cut it, and wanted to understand how else they might deliver these campaigns without sacrificing creative standards.
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William Hill's creative and procurement teams developed a production strategy with House Band that prioritized cost-effectivenes, creative excellence, and control over output by utilizing the wider freelance production talent pool, and House Band's access to, and deep knowledge of it.
William Hill also sought House Band to provided guidance on the production feasibility of all their creative concepts and to advise on the best ways of incorporating a new social media component.
Results
William Hill used House Band as both their in-house agency producers and their executional production company, allowing marketing and procurement to be closer to the production process than they'd ever been before.
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They gave House Band company email accounts and brought them into all internal meetings, making them an extension of their in-house department.
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With this approach, William Hill were able to keep full control, locking a maximum overall budget and ensuring that all creative was pushed to the highest possible standard to fit within budget without fear of any overages.
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During the process, William Hill were also able to upskill their in-house resource by having them work on a more complicated than usual project, under the mentorship of House Band.
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William Hill successfully delivered two major high end campaigns for 30% less than the price of one, while exceeding deliverable expectations by 20%.
This outcome showcased the effectiveness of a more agile and adaptable production model, achieving significant cost savings without compromising quality.
Conclusion
The success of these campaigns demonstrated William Hill's ability to pivot to innovative and effective production solutions, even under challenging budget constraints.
William Hill was able to maintain its high creative standards while achieving significant cost savings, paving the way for a more sustainable and efficient approach to future campaigns.
William Hill - World Cup
