From iGaming Business – William Hill has moved to strengthen its PR and advertising strategy ahead of the start of the 2013-2014 UK football season.

According to prweek.com, the firm has appointed the GolinHarris agency to handle its UK consumer PR.

The agency will support the company’s press office and undertake a range of campaigns around sponsorship – with a particular focus on raising the profile of the firm’s multi-channel mobile and online betting services.

GolinHarris replaces Lexis as William Hill’s consumer PR provider and has already worked with the firm on a trial basis throughout the last few months on campaigns such as promoting the bookmaker’s odds on the name of the royal baby.

Kate Miller, PR director at William Hill, said: “The focus for the remainder of 2013 is creating cut-through in a highly competitive space and amplifying our football properties, so the GolinHarris real-time marketing offering will be instrumental in delivering on these ambitious plans.”

As part of this technology-driven strategy, William Hill has also launched a new mobile-focused advertising campaign in partnership with Bark & Bite and Mainframe.

According to thedrum.com, the initiative will centre on the new football season in England and Scotland, promoting the bookmaker’s mobile betting website, as well as the new match facts and statistics features it provides alongside traditional betting services.