Paddy Power expands brand team with double appointment

Paddy Power: the Sky Tweets Ryder Cup ambush campaign 2012
Paddy Power: the Sky Tweets Ryder Cup ambush campaign 2012

Paddy Power has announced the latest additions to its rapidly-expanding brand team under marketing director Christian Woolfenden.

The online betting business has recruited former John Lewis brand marketing manager Anna Braithwaite and ex-Beattie McGuiness Bungay account director Harry Dromey.

Braithwaite joins as sportsbook marketing manager and will be responsible for leading Paddy Power's horse-racing and football brand campaigns, while Dromey joins Paddy Power's infamous "mischief" department, under mischief project manager Ken Robertson.

Paddy Power's mischief department has become notorious for its irreverent marketing campaigns, such as the 'Sky Tweets' Ryder Cup ambush, 'Second Jobs For Subs' Premiership billboard campaign, and the banned "ladies day" Cheltenham ad.

Paddy Power's tongue-in-cheek ads are central to its marketing strategy and chief executive Patrick Kennedy recently told Marketing that the firm had no plans to pull back from its controversial advertising style.

Commenting on the new hires, Woolfenden said: "Anna and Harry will make fantastic additions to the team, each bringing with them a wealth of top-level experience and, most importantly, a good sense of fun. They will be central to ensuring Paddy Power continues to wow, excite and entertain audiences."

The dual appointment follows last year's hiring of former Domino's marketer Robin Auld and ex-Sky marketing strategy director Danny Russell, both of whom started in October 2012.

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