The betting firm's marketing director, Chris Edginton, originally briefed Bulletproof Design about the work last year, but the project was subsequently put on ice. Insiders say it will now go ahead later this year. Edginton denied there were any plans to rebrand 'at the moment'.
William Hill has only just completed a rebrand of the 624-strong Stanley Leisure chain of bookmakers, which it acquired for £504m in June 2005, giving it a total of 2100 shops. Ladbrokes has 1900 shops, Tote 540 and Paddy Power 203.
Last month William Hill appointed Prego to create branding for its move into the online bingo sector through the website williamhillbingo.com.
Betting shops, casinos and online gaming sites will be permitted to advertise on TV from September. Rules governing the ads were finalised this month by the Committee of Advertising Practice and Broadcast Committee of Advertising Practice. The ads must not encourage socially irresponsible behaviour, appeal to children, be linked to seduction or suggest that gambling can be a solution to financial concerns.
William Hill's media spend has been £2.4m a year. Poulters handles its advertising.
William Hill's profits increased by 19% from £245m in 2005 to £292.2m in the year to 26 December.
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