Paddy Power head of brand marketing steps down

Paddy Power head of brand marketing Paul Mallon has confirmed his departure from the Irish sports betting firm after more than a decade at the business. Mallon, a former deputy editor for the Irish Star newspaper, joined Paddy Power in February 2012 as an editorial manager before advancing to the role of head of digital engagement three years later. In April 2016, he became head of brand engagement, operating in the social media, editorial and public relations sectors. Mallon led a team of more than 15 Paddy Power ‘Mischief Makers’, spearheading an engagement strategy that saw the firm launch a dedicate hub focusing on then US presidential candidate Donald Trump. In 2017, Mellon was promoted, this time to the role of head of mischief, a position which saw him work on several major viral marketing campaigns, including during the so-called Money Fight between Floyd Mayweather and Conor McGregor. Other marketing initiatives included the infamous ‘Lucky pants’ campaign, TV spots with Peter Crouch and Colm Meaney, Eric Cantona’s ‘Brexit bunker’, the ‘Fan denial’ social media series and a drive-through confession box. Mallon also oversaw the ‘Shave the rainforest’ campaign for the 2016 FIFA World Cup and the “Rainbow laces” marketing campaign. More recently, in his capacity as head of brand marketing, Mallon oversaw high-profile marketing campaigns relating to the Cheltenham Festival and Paddy Power’s controversial “Save Our Shirt” campaign with EFL championship side Huddersfield Town FC.

In addition to viral marketing, Mallon was instrumental in Paddy Power’s sponsorship of the Brighton Pride festival in 2018, with the firm one of the first UK brands promoting the LGBTQ+ community. Mallon will become head of special operations at London-headquartered marketing agency Lucky Generals, a firm he previously worked with before parent company Flutter Entertainment concluded its multi-billion-pound merger with The Stars Group. In comments reported by Campaign, Lucky Generals founder Andy Nairn highlighted Mallon’s experience in non-standard marketing. “Clients are increasingly asking for non-traditional ideas that will make a genuine impact in popular culture – and that’s always been a sweet spot of ours. But now, we want to take things up a notch by hiring a real specialist,” Nairn explained. “Having worked with Paul, we know he’s the best in the business and are looking forward to letting him loose on our own clients,” he added.