Behind the Paddy Power tone of voice

Discusses how bookmaker Paddy Power approaches marketing challenges using its distinctively cheeky tone of voice.

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 ope

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