Sparks were asked to bring some energy and impact to William Hills existing pensions communication, encouraging interaction with, and ownership of, Pensions saving by their employees.

Using insight gained from focus groups and brand testing, we developed a strong brand identity for the William Hill Pension Plan, which featured real William Hill employees from across the business talking about what the pension means to them. Key to the communication strategy was the launch of a dedicated pensions website which encouraged interaction with the pension plan.