Paddy Power appoints WE ARE Pi as 'brand mischief' agency

https://www.youtube.com/watch?v=OW7LcfqQ0cM

Paddy Power has appointed Amsterdam-based WE ARE Pi as its new “brand mischief” agency in a partnership that will continue its controversial advertising approach.

The agency will push Paddy Power’s marketing strategy with its first ad campaign titled “Big Game Hunter”, which plays on the Cecil the lion killing. The ad features a psychotic American dentist with a high powered rifle hunting national team’s icon and predicting the outcome of games based on whether he takes them down.

Paddy Power’s chief marketing officer, Gav Thompson told The Drum he was “very excited” and described WE ARE Pi as “our kind of agency; creative, restless and non-conformists”.  According to Thompson Paddy power was looking for “a partner in mischief and they were the stand-out choice. Their ideas were clever and naughty in equal measure”.

WE ARE Pi partner, Paddy Garvey, said working with Paddy Power would ensure the agency’s creativity did not run dry by “falling into a repeating pattern”. He added that the partnership gave it the opportunity to “let off some steam and cause some trouble. In this case we are targeting the bad guys, and hope to spark change by making noise.”