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Thu 05 May 2010Paddy Power sees an edgy and different brand as its best bet
MEDIA & MARKETING:When it comes to cut-through advertising and marketing, Paddy Power has few equals, writes SIOBHAN O'CONNELL
PADDY POWER chief executive Patrick Kennedy knew there was a bigger chance of Tiger Woods being invited to speak to the National Women’s Council of Ireland than accepting the bookies’ €55 million five-year sponsorship offer last March. But the bookie always wins. Woods might have turned down the opportunity, but the audacious publicity stunt garnered 56,000 articles on Google.
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