Paddy Power re-appoints Lucky Generals as lead creative agency

Following just three months of service, Paddy Power has dropped ad agency Beattie McGuiness Bungay (BMB) and re-appointed former lead agency Lucky Generals to head up its creative marketing and brand strategy.

UK marketing news source Campaign Magazine disclosed that the switch in agency had been approved by new Paddy Power CMO Gav Thompson who joined the company in April. Lucky Generals were re-appointed to the Paddy Power creative account without the need for a pitch process.

In March Paddy Power had announced the appointment of BMB as its lead creative agency following a formal pitch processed assessed by marketing consultants The Paddy Power creative marketing account is valued at £20 million.

Juliet Haygarth, BMB’s chief executive, told Campaign Magazine: “The new marketing director arrived at Paddy Power on Monday and, by the end of the week, he had moved the account to Lucky Generals.”

The re-appointment of Lucky Generals will see Paddy Power continue its award winning relationship with the ad agency.

During its tenure as lead agency for the bookmaker, Lucky Generals had produced high impact campaigns including ‘Rebooting Football’ with David Ginola and ‘Rainbow Laces’ with Arsenal FC, a campaign which won Best Social Media Campaign 2014 at The Social Buzz Awards hosted by The Drum marketing news.