Ken Robertson's Marketing Masterclass: How Paddy Power won everything The Gambling Files

We don’t know which is Starsky and which is Hutch, to be honest, but our glorious sponsors Optimove and Clarion Gaming are the crime-fighting duo we would all like to be when we grow up.
After a brief introduction with Jon and Fintan [0:00 – 9:44], they’re joined by a genuine superstar guest: former PaddyPower Head of Mischief Ken Robertson (now founder and CEO of The Tenth Man), who regales the pair with tales of derring-do and madness from a time of huge creativity and (relative) freedom in gambling marketing. This is genuinely one of our favourite episodes ever, give it a listen and see if you disagree.
We discuss the creative and innovative marketing strategies employed by Paddy Power, including controversial campaigns and memorable stunts, such as parachuting a jockey into a racecourse and the North Korean ‘basketball diplomacy’. They also touch on the importance of having a founder-mandated North Star and the ability to push boundaries while staying true to the brand's values. Ken discusses the power of generating controversy in marketing, his decision to leave Paddy Power and start his own thriving agency, The Tenth Man. Ken shares some of the successful marketing stunts he has worked on, including the promotion of the film 'Kneecap' at Sundance. He also mentions the expansion of The 10th Man to London and their plans for future growth. [9:45 – 1:13:34]
In a nutshell:
Paddy Power's marketing success was driven by a combination of creativity, risk-taking, and a willingness to challenge the status quo. Generating controversy can be a powerful marketing strategy, but it must be carefully executed to avoid negative backlash. Paddy Power is known for its creative and innovative marketing strategies, often pushing boundaries and courting controversy. Paddy Power's campaigns aimed to provoke and generate earned media coverage, keeping the brand top of mind. Success was measured by the number of complaints received and the level of earned media coverage generated. The company's campaigns often tackled social issues, such as homophobia in football, and aimed to make a positive impact. The concept of the 10th man, or having a contrarian voice, can help avoid groupthink and lead to more innovative ideas. Successful marketing stunts can generate significant publicity and attention for brands and projects. Choice quotes:
"What I'm thinking is kind of, shove a horse out of an airplane with a parachute and we land the horse in the middle of Aintree."
"…it remains the most complained about ad in British advertising history, by a multiple of three. And that was due to its headline, Money Back If He Walks."
"…the ad was purely a vehicle to promote the fact that, you know, we were betting on a guilty or not guilty verdict."
 
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