SBC News Voice of the Sports Betting Industry
Irish iGaming operator Paddy Power PlC has added a new senior level recruits to its marketing operations with the appointment of a new Sports Brand Marketing Manager – Anna Braithwaite. Braithwaite joins the Irish bookmaker from UK retail and online commerce giant John Lewis where she held the position of Brand Marketing Manager. She will be looking to in charge of Paddy Power branding for horse-racing and football brand campaigns.
Anna Braithwaite is also joined by new recruit ex-Beattie McGuiness Bungay account director Harry Dromey who will be working directly under Head of Marketing Christian Woolfenden. Woolfenden commented on the two new appointments “the pair will make fantastic additions to the team, each bringing with them a wealth of top-level experience and, most importantly, a good sense of fun. They will be central to ensuring Paddy Power continues to wow, excite and entertain audiences”.
Paddy Power are renowned for their zany marketing campaigns and place a huge emphasis on brand awareness and brand controversy. The Irish Igaming brand are not afaird to wrestle a few feathers and often refer to their marketing and PR departments as Mischief operators. An example of their brave marketing could be seen aftr last year’s European Championships in Poland Ukraine where Paddy Power agreed to pay the €100,000 fine meted out to Danish striker Nicklas Bendtner by European football authority UEFA after the player exposed underwear carrying the operator’s logo during a televised Group Stage match against the Netherlands.
