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....

Subscribe from just €1 for the first month!

Currency

What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Share this post

Related Stories

The twelve deals of the year

Alphabet soup: 2021 in review

EY reports €393m revenues in Republic of Ireland for 2021 financial year