Paddy Power hires media executive Michelle Spillane as UK & IRE Marketing lead

Irish bookmaker Paddy Power has confirmed the appointment of Michelle Spillane as its new Marketing & Brand Director for the UK & Ireland.

The appointment sees Spillane takeover the majority of executive duties and projects, from former Paddy Power Marketing Director Mark Singleton, who this month joined digital photo printing firm Photobox.

Spillane joins Paddy Power from Irish national TV broadcaster Raidió Teilifís Éireann (RTE), where she served as Director of Global Marketing.

A seasoned Media and Tech marketing executive Spillane has held further leadership positions at Microsoft Ireland, Bank of Ireland and ITV.

Leading Paddy Power marketing and brand initiatives for the firm’s key home markets of the UK & Ireland, Spillane will be a key stakeholder in developing the bookmaker’s new marketing direction.

Entering 2018, Paddy Power chose to restructure its marketing operations, ending its long-term relationship with marketing agency Lucky Generals, as creative lead.

Lucky Generals have been replaced sports-centric creative agency Chime Sports Marketing, a subsidiary of Chime Group Communications.

Led by Spillane, Paddy Power’s new marketing set-up is expected to deliver the bookmaker’s next high-coverage multi-format campaign replacing the existing ‘Paddy Power – You Beauty’ advertisement.