Real-time is crucial to Paddy Power's success

This event report describes how Paddy Power uses 'fearless provocation' to inform its unique tone of voice and capitalise on the benefits of real-time content marketing.

Real-time is crucial to Paddy Power's success

Lucy AitkenWarc

'Fearless provocation' is at the heart of the real-time content strategy adopted by Irish bookmaker Paddy Power, according to Philip Lloyd, Group Head of Advertising at the newly-merged Paddy Power and Betfair. Speaking at Join The Dots On… Real-Time Marketing, a breakfast event hosted by PR agency Unity in London on Tuesday 26 July, Lloyd drilled down into how Paddy Power sustains its trademark irreverence. Its cheeky tone of voice has become so distinctive that it has helped differentiate the brand in the online gambling sector where achieving stand-out is...

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