Robin Cook joins PR battle for the Tote

College Hill Associates, the city PR firm that advises government-owned bookmaker the Tote, has hired former Foreign Secretary Robin Cook to bolster its work with the client.

As was revealed on prweek.com (29 July), it is expected that Cook will add further weight to the ongoing debate on whether to sell the Tote to a racing trust or simply end its pool-betting mono-poly by opening up the market to other operators.

The Tote is seen as unsophisticated by private sector betting rivals Ladbrokes and Coral, which have revamped their shops in a bid to win more customers.

College Hill chairman Alex Sandbag was tight-lipped about what Cook would actually be doing beyond confirming the former Leader of the House of Commons’s initial appointment: ‘He’s been hired as a consultant with no definite end date,’ Sandberg said.

Sandberg claimed it was Cook’s interest in racing rather than his fame or political accomplishments that had influenced College Hill’s decision: ‘He’s a huge fan of British racing, which is primarily why we’ve hired him,’ Sandberg added.

There has been much press speculation that the Tote, often called the government’s bookmaker, will be sold off next year.

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