FTSE bookmaker Paddy Power Betfair (PPB) is set to review the creative advertising strategy and set-up of its Betfair brand, following the departure of Johnny Devitt as Chief Marketing Officer.
UK advertising news source CampaignLive has reported that Betfair marketing will no longer be serviced by London agency Lucky Generals as its lead creative account.
In recent months, PPB has moved to restructure its marketing agency framework, confirming the appointment of Chime Sports Marketing as creative lead for Paddy Power.
The appointment of Chime Sports, sees PPB drop its post-merger marketing strategy which saw both Paddy Power and Betfair brands serviced by the same creative agency.
Johnny Devitt a long-term Paddy Power and Betfair executive departs the company following 10-years’ service within the group’s marketing divisions.
In 2015, Devitt was appointed as the first Paddy Power Betfair CMO, tasked with creating a unified marketing strategy for the enlarged enterprise, following the completion of its £5 billion merger.
Entering 2018, PPB has moved to restructure its group marketing leadership. This January, Paddy Power announced the appointment of former RTE Media executive Michelle Spillane as its new Marketing & Brand Director for the UK & Ireland.
As new marketing leader for the Paddy Power brand, Spillane will be tasked with delivering the bookmaker’s next high-coverage multi-format campaign replacing the existing ‘Paddy Power – You Beauty’ advertisement.