Paddy Power: Balls, banter and bets

This case study describes how Paddy Power, the bookmakers, reinvented itself as a social brand in order to empower sports fans and increase revenue.

Paddy Power: Balls, banter and bets

Gavin May and Ruth ChadwickCrispin Porter and Bogusky London

Summary

The sporting "establishment":

  • The people with all the money and all the power.
  • The boardroom-dwellers.
  • The decision-makers.
  • They talk, people listen. Great...
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