Paddy Power invites agencies for stunt campaign

Paddy Power has invited PR agencies to pitch stunt ideas as the Ireland-based operator looks to develop its agency roster in the lead up to next year’s FIFA World Cup.

Paddys head of mischief Ken Robertson said the company should be in a position to move ahead with new agency partners in the next couple of months, adding that it will continue to work with its previous collaborators.

“We’re simply looking to expand our roster of agencies capable of delivering some world class mischief,” said Robertson, who also suggested social media will play a role in forthcoming campaigns where appropriate.

“Truly great mischief is anything but formulaic. If social media adds the overall impact of the activity, it will of course feature,” he said.

The operator has become well versed in headline-grabbing stunts, having attracted publicity during major sporting events such as the 2012 European Championships when it paid footballer Nicklas Bendtner’s fine after he was reprimanded for displaying a pair of Paddy Power pants.

Last year the company underwent a visual rebranding with the aim of affirming the company’s burgeoning image as a “mischief-maker”, with agencies including Taylor Herring and Frank PR having worked with Paddys on campaigns in the past.