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 Aitken Warc

'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 Padd

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