Paddy Power & Chime Sports seek ‘No Nonsense’ Russia 2018

The first weekend of World Cup Russia 2018, saw Paddy Power launch its first TV advertising campaign under the guidance of new creative agency Chime Sports.

The Irish bookmaker debuted the first TV advert of its new campaign series ‘Paddy Power – Enough of the Nonsense’, competing for brand coverage during a saturated Russia 2018 opening weekend.

“While VAR is sorting out the decisions on the pitch, Paddy Power is here to help sort out differences off the pitch; putting the world to rights one video replay at a time.” details Paddy Power on the launch of the campaign.

Entering 2018, Paddy Power marketing announced that it had undertaken a ‘creative switch’, ending its long-term partnership with Lucky Generals for Chime Group Communications’ sports marketing agency Chime Sports.

Presenting Paddy Power Betfair 2017 results, new Group Chief Executive Peter Jackson, outlined his initial leadership goal of ‘returning Paddy Power back to growth’.

Outlining strategic priorities, Jackson stated that Paddy Power would significantly increase its marketing spend, stating that the legacy bookmaker’s marketing coverage had been below the ‘level needed to operate as a mass market brand’.

Michelle Spillane – Paddy Power

Leading Jackson’s new vision, Paddy Power has restructured its marketing division. In Q1 2018, the bookmaker confirmed that appointment of former RTE Media executive Michelle Spillane as new Marketing & Brand Director.

Spillane has been tasked with building Paddy Power’s new brand proposition within the saturated UK and Irish betting markets.

Working alongside Chime Sports, can the Paddy Power brand make its statement on Russia 2018, a unique period in which all UK bookmakers are refreshing their advertising campaigns…

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