Droga5 has been briefed to define a role for the famed Irish betting firm
Paddy Power has appointed Droga5 London, part of Accenture Song, to handle its integrated UK advertising business in advance of the next football season.
They are tasked with creating a new strategic and creative positioning for Paddy Power and supporting the client team on their mission to make Paddy Power the entertainment brand of choice.
The agency has been briefed to define a role for the famed Irish betting firm, working towards assisting Paddy Power in honing its creative and strategic communications throughout the new football season which kicks off in July, with a view to focusing its aim and punching up as the World Cup looms large in November.
The agency will be responsible for UK integrated campaigns comprising film, social, digital, and OOH.
Droga5 London emerged victorious following a competitive pitch run through Oystercatchers.
Michelle Spillane, marketing and brand director UK&I at Paddy Power Betfair said: “We endeavour to remain a step ahead and lead the way in breaking down boundaries with our ambitious, often mischievous, and always brave approach to how we advertise. Our challenge to Droga5 London was to help us elevate our mission to shake off the shackles of the status quo and accelerate our journey to becoming one of the most iconic cultural brands in the UK & Ireland. A small ask really when you think about it!”
Damien Le Castrec, head of strategy, Droga5 London, part of Accenture Song added: “Paddy Power is used to making the headlines. And with more madness than ever on and off the pitch, with the addition of the upcoming World Cup in Qatar, the competition for cultural impact is heating up. It’s time to dial up the mischief of Paddy Power and put the brand back where it belongs.”