The cheeky side of Paddy Power

Paddy Power Betfair revenue rose 18 per cent in 2016, so it’s smiles all-round for its marketer

29th January, 2017
Mark Singleton, marketing director at Paddy Power Betfair: ‘We have always had a little bit of a mischievous undertone’ Picture: Fergal Phillips

Its infamous cheeky marketing has been credited with helping to build a betting empire over the past 28 years, and while many try to emulate it, most fail.

So what is the secret to Paddy Power’s marketing success? It is simple really, according to Mark Singleton, the company’s marketing director. The team pictures what people are discussing with their friends in the pub, and bases everything, jokes, stunts, and social media posts, on that....

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