SBC News Voice of the Sports Betting Industry
Paddy Power has ended its four-year relationship with London marketing agency Lucky Generals, as the bookmaker’s lead creative agency.
UK marketing news sources report that Lucky Generals chose not to re-pitch its services for the account, which had been placed under review by Paddy Power marketing during 2017.
Moving forward, Paddy Power’s multi-million £/€ advertising account will be serviced by sports-centric creative agency Chime Sports Marketing, a subsidiary of Chime Group Communications.
Operating as Paddy Power’s lead creative agency since 2013, Lucky Generals has developed a number of popular high coverage campaigns for the bookmaker including; ‘Too Fruity’, ‘Rainbow Laces’ and current advertising drive ‘You Beauty’.
Following the 2016 merger of Paddy Power and Betfair, Lucky Generals would be kept as lead creative agency for the enlarged enterprise, working alongside Mediacom as the group’s media planning & buying agency.
In 2016, Lucky Generals developed Betfair’s latest advertising campaign ‘Ready?’. At present, it has been reported that Betfair will maintain its relationship with Lucky Generals as its creative strategy lead.
