London, UK, 21 July 2015: William Hill, one of the world’s leading gambling companies, has appointed technology PR agency Wildfire to promote its WHLabs innovation hub and to challenge established consumer perceptions of the brand versus its competitors.

William Hill has tasked Wildfire with further building the company’s credibility amongst the tech community and early adopters, attracting development partners and employees, and creating deeper engagement with customers looking for new and innovative ways to bet.

Recognising that the future of betting lies in creating the most enjoyable and memorable customer experiences, William Hill has put technology innovation at the heart of its corporate strategy.

“Technology and innovation will be a key battleground in the future of betting and gaming, so we deliberately sought out a tech-savvy PR agency to help us build our credentials in this space and transform market perceptions,” commented Alex O’Shaughnessy, Marketing Director at William Hill’s Online business. “Wildfire demonstrated immediate understanding of our business and our vision, and impressed us with their proactive and creative approach to engaging the tech community, as well ideas for a longer term consumer PR strategy.”

“William Hill is one of the most recognised, respected and trusted brands in the betting industry, but despite being responsible for a number of industry firsts it has yet to be widely recognised as an innovator,” commented Debby Penton, Deputy MD of Wildfire. “However, with WHLabs the company is really striking out on its own path and putting technology at the centre of everything it is doing. WHLabs will be rolling out some unique apps and immersive experiences, and we can’t wait to tell their story, help them reach new audiences and build their reputation as being the most smart and progressive bookie in the market.”

The William Hill account team at Wildfire will be headed up by Debby Penton, and account directors, Kat Farminer and Ben Smith.