From stunt marketing to ads in sometimes questionable taste, bookmaker Paddy Power has developed a unique tone of voice in the British and Irish betting markets and successfully exported it to the US.
It is a “quintessentially Irish” brand for a reason, explained Lee Price, Head of PR for the brand, at MAD//Fest (London, November 2019). Created from a merger of three Irish bookies in response to a relaxation of Ireland’s tax laws in 1988 that opened up the market to bigger UK rivals, it was given “the most Irish name possible and the most Irish personality”.
The...