Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

Emotion
Engagement
Lotteries, casinos, gambling
United Kingdom
Behavioural research
New ad testing methods
Biometric research
Creativity & research

Summary

Imagine taking the most successful and effective communications channel you had, and almost turning it off. For good.

That's the scenario Paddy Power Betfair (PPB) faced in August 2019 with regulatory adjustments restricting use of TV. A significantly...

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