Paddy Power names new 'brand mischief' agency
WE ARE Pi set to cause a stir with Rugby Union World Cup ad campaign themed on the controversial Cecil the lion killing
Paddy Power has appointed Amsterdam-based WE ARE Pi as its new ‘brand mischief’ agency, and is planning to cause a stir with its controversial new Rugby Union World Cup advertising campaign.
The agency has continued Paddy’s often risqué approach to marketing with the launch of its first ad titled ‘Big Game Hunter’, which plays on the recent high-profile killing of Cecil the lion.
The ad features a dentist with a high powered rifle hunting national team icons, such as a kangaroo and a springbok, with a voiceover asking viewers to predict whether he kills them or not.
“WE ARE Pi are our kind of agency; creative, restless and non-conformists,” Gav Thompson, Paddy Power CMO, said.
“We went looking for a partner in mischief and they were the stand-out choice. Their ideas were clever and naughty in equal measure, and I am very excited about our future together,” he added.
The appointment of WE ARE Pi comes after Paddy’s dropped ad agency Beattie McGuinness Bungay after just three months and appointed its former agency of choice Lucky Generals to its lead account.
Last month Paddy Power ‘mischief champion’ Harry Dromey announced he had left the firm to join UK TV broadcaster Channel 4 as group marketing manager.