Long read

Paddy Power: Masters of mischief

With Paddy Power celebrating 30 years of controversial and outlandish marketing stunts with the unveiling of a ‘Museum of Mischief’ in Dublin, EGR Marketing explores the exhibition and learns how the Irish operator plans to go content crazy under the stewardship of marketing director Michelle Spillane

At first you could be forgiven for thinking you’ve just ventured into the underwear section of a Marks and Spencer store. There is underwear everywhere you look – it’s even sprawled across the walls. Only these ‘smalls’ are emblazoned with the logo of Irish bookmaker Paddy Power rather than M&S. I have arrived in Paddy…

Content marketing | Long read | Paddy Power | Paddy Power Betfair