Karmarama has won the 1m advertising account for bookmaker Paddy Power. The agency has been briefed to promote the brand around key sporting events in 2009.
The pitch, which was called in September, was led by Paddy Power head of brand Adam Perrin and also involved a number of undisclosed agencies.
It is understood Karmarama’s first work is due to break in March, and will form the first wave of an ongoing campaign. Perrin says the company’s branding will remain unchanged and that Karmarama will build on Paddy Power’s “legacy of talked-about advertising”.
The bookmaker has previously worked on a project basis with Dublin-based agency Cawley NeaTBWA, which produced an ad featuring a man breastfeeding a baby, which was banned by Transport for London just over a year ago.
The advertising pitch is part of a wider review of Paddy Power’s marketing services suppliers. A shortlist has been drawn up for the company’s media planning and buying and a decision is imminent.