Paddy Power returns to BBH for wedding ad

Bookmaker Paddy Power rekindled its relationship with agency Bartle Bogle Hegarty (BBH) last week for a mischievous one-off press ad to celebrate the royal wedding.

The move came after the bookmaker appointed Publicis to handle its advertising in September last year (MW September 16, 2004). Paddy Power marketing director Barni Evans says that the advertising for the company will now be handled on an project basis and that the royal wedding ad was a one-off.

The BBH-created press ad featured a palace bedroom with odds printed over various items of furniture and the strapline “Let’s make things more interesting”.

BBH won the Paddy Power account, worth an estimated &£4m, before its UK launch in 2000 (MW November 9, 2000) but the account had become dormant by last year. It was not clear if the bookmaker held a pitch before moving the account to Publicis.

Meanwhile, Paddy Power has launched a website dedicated to predicting the identity of the new pope after it was inundated with bets.

The bookmaker built is reputation in Ireland through taking controversial bets on topics such as the colour of the Queen’s hat at Ascot.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here