Bookmaker William Hill is overhauling its marketing activity by appointing Celerity to boost customer engagement and deliver better results by synchronising all Adobe Campaign communications with existing advertising.
William Hill has handed the Kent-based firm a two-year deal to drive efficiencies and improve return on investment from the platform, following a six-way pitch.
The first six months of the partnership will include “discovery” sessions with William Hill’s existing marketing teams in Leeds, Gibraltar and Tel Aviv, with a project to move all campaigns and processes to Celerity running in parallel.
William Hill group director of data Simon Gatenby said: “We want to present our customers with the right information, at the right time, on the right devices, and truly believe in the power of personalised communications. This partnership will ensure William Hill customers get the best offers available, relevant to the markets they’re interested in, when they’re interested in them.”
Celerity managing director Jason Lark added: “Our philosophy is ‘harmony across all channels’ and one every enterprise needs to get right to ensure they reap the benefits from more loyal, and more profitable, relationships with their customers in an increasingly competitive market.
“As well as ensuring the nuts and bolts of synchronised email delivery are properly managed, we will run an improvement programme throughout the period of the partnership. This includes strategic consultancy around how William Hill can better optimise its use of Adobe Campaign.”
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