Paddy Power Betfair advertising director to depart
Former head of mischief Ken Robertson to leave firm in December to set up own creative agency
Paddy Power Betfair’s advertising director Ken Robertson,is set to leave the company to pursue a private venture at the end of the year.
Robertson will remain in his position until December 31st to help find a successor and finish work on campaigns for both Betfair and Paddy Power.
The exec has been with Paddy Power for more than 18 years, with stints as head of mischief and head of brand for its Australian subsidiary Sportsbet.
Roberts told EGR Intel he leaving to set up a creative enterprise run out of Dublin that will specialise in social media content and strategy along with advertising creative and production.
“It basically creating low cost but creatively rich content for brands that dare to be different,” he said. “More Dollar Shave Club than Pepsi Co!”
He said in a statement: “I’ve massively enjoyed 18 mischief-filled years building one of Ireland’s and the UK’s edgiest, most politically incorrect brands. From sky tweeting above the Ryder Cup in the US to taking bets on the next Pope in St Peter’s Square and managing a team of renegade social media misfits, it has been an extraordinary journey.
“It’s time now to take what I’ve learned into my own space where I plan to work with other like-minded individuals and brands to continue to push the boundaries of creativity.
“I’m hugely indebted to the team at Paddy Power Betfair for their trust and backing over the years and for being so supportive with this exciting new chapter in my career.”