Paddy Power names new marketing chief
Michelle Spillane takes over from Mark Singleton who departs for Photobox role
Paddy Power has named Michelle Spillane as its new marketing and brand director for UK and Ireland following the departure of Mark Singleton.
Singleton is leaving for a new role as CMO at online photo shop Photobox, while Spillane joins from Irish news site RTE.
As part of the reshuffle, Paddy Power also promoted Paul Mallon to head of major brand activations from his previous role as head of brand engagement.
The appointments continue a period of change in the Paddy Power marketing department after the operator cut ties with its lead creative agency Lucky Generals in December.
Lucky Generals will continue to work with Betfair, but Jonathan Devitt, chief marketing officer at Paddy Power Betfair, said the market and business had “changed significantly over the last five years” and it was “time for another perspective”.
Lucky Generals were the agency behind Paddy Power’s musical You Beauty series which aimed to shine a spotlight on sport’s unsung heroes, although one of the ads was banned for promoting gambling at work. The agency also developed Betfair’s Ready campaign.
In its place, Paddy Power has appointed CSM to lead strategy and creative while WCRS will create a one-off project in 2018.
The marketing appointments also continue a period of turnover among PPB’s executive team, kicked off under new CEO Peter Jackson earlier in January.