Paddy Power has appointed Publicis to its advertising account, which has been dormant with incumbent Bartle Bogle Hegarty (BBH).
BBH won the business four years ago to launch Ireland’s largest bookmaker (MW November 9, 2000). At the time it was worth &£4m.
It is not known whether Publicis pitched for the Paddy Power business, but the agency has been appointed to handle only a project to create a campaign for next year. Ads will be created for a press and poster campaign, but the push won’t take in television because TV ads for bookmakers are banned.
Paddy Power was forced to withdraw poster ads for a previous campaign for being “ageist and offensive” after the Advertising Standards Authority (ASA) upheld 50 complaints. The ads, created by BBH, featured two elderly women crossing a road as a truck approached.
Earlier this year, BBH won rival Ladbrokes’ &£3.5m advertising account after a five-way pitch against Publicis, J Walter Thompson, Clemmow Hornby Inge and incumbent FCB London.
Paddy Power has built its name in Ireland through taking controversial bets, such as whether the Pope would join Glasgow Rangers and the colour of the Queen’s hat at Ascot.