This site allows customers to play games with a variety of ticket prices and also chat online with friends. Prego has been briefed to handle initial brand development of the product as well as ongoing offline communications.
Steve Henry, Prego managing director, said: "Our ethos is very much based around delivering strong, integrated ideas, and we're delighted that such a well-known and respected brand values our approach. Our positioning for the product was designed to put clear blue water between William Hill and the competition, while saliently communicating the key nuances of the game itself."
Prego worked closely with the William Hill internal web team. Williamhillbingo.com is part of the William Hill online portfolio.
Tony Cawood, head of remote marketing at William Hill, said: "It is important for us that we position bingo to best engage with the target audience and Prego showed a clear grasp of this requirement and worked with us to deliver it.
"We were impressed with Prego's approach and, in particular, it's translation of a clear understanding of bingo play and players into great creative."
Prego was formed in Otley, Leeds, in 2002. It has an annual turnover of £2.5m and its clients include Bupa, Littlewoods and Skipton Building Society.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .