SBC News Voice of the Sports Betting Industry
Paul Mallon has confirmed his departure as Head of Brand Marketing for Paddy Power, ending his 10-year tenure as an advertising executive of the Irish bookmaker.
A key member of Paddy Power’s Mischief Making department, Mallon has joined London advertising agency Lucky Generals, taking on the role of Head of Special Ops.
Mallon had formerly served as Paddy Power’s ‘Head of Mischief’ from 2017-to-2020, spearheading the development of the bookmaker’s high-impact campaigns and the execution of its high-coverage media stunts.
Notable Mallon scoops saw Paddy Power branding gate-crash the weigh-in of Floyd Mayweather’s recording-breaking PPV fight against Conor McGregor in 2017, an event covered by all major global sporting networks.
Under Mallon’s stewardship, Paddy Power sponsored Brighton Pride in 2018, becoming one of the UK’s first mass-market brands to openly promote LGBTQ+ rights, equality and inclusion – creative work that saw Paddy Power win a Cannes Lions award.
Posting on his Linkedin page, Mallon thanked Paddy Power for a ‘sublime 10 years’, in which he had the support and guidance to rise up the bookmaker’s marketing ranks from his initial role as a football writer.
Mallon’s joins Lucky Generals, the former creative advertising agency of Paddy Power, which held the account prior to the marketing reorganisation of Flutter Entertainment (Paddy Power and Betfair) merging with The Stars Group Inc (Sky Bet and PokerStars).
