Paddy Power hires new creative agency; William Hill Australia says men don’t dance

TAGs: 888 Holdings, Australia, Paddy Power, William Hill, william hill australia

paddy-power-new-creative-agencyIrish betting operator Paddy Power has tapped London-based mad men Beattie McGuinness Bungay (BMB) to handle its creative account.

Paddy announced late last year that it was looking to shake up its creative advertising after three years with Crispin Porter & Bogusky, who elected not to push for a renewal. The list of potential replacements was eventually narrowed down to four with final pitches made this week in London.

The £20m account will see BMB handle television and radio spots, while Paddy’s in-house team will continue to handle much of its outdoor and print campaigns. London-based agency Lucky Generals will also continue to work with Paddy on its notorious promotional stunts.

BMB co-founder Trevor Beattie said his firm was chuffed to be working with the Irish pranksters, calling the deal “a marriage made in mischief.” Paddy’s head of brand Paul Sweeney said the company couldn’t wait to see “how much trouble we can get into with our new friends at BMB.”

UK-listed online gambling operator 888 Holdings is also currently shopping for potential new creative types. The company called a UK media review last month with an eye toward appointing an agency sometime in the second half of 2015. It’s unknown whether 888’s incumbent agencies Adconnections and All Response Media are seeking to re-up with the online gambling site.

The Australian operations of UK bookies William Hill have launched their first official TV campaign since consolidating under the William Hill Australia brand last month. The “It’s Your Call” campaign (viewable below), which was produced by Clemenger BBDO Sydney, basically encourages men to man up by mocking men prone to dithering. The spot also gives an inordinate amount of screen time to American-style football, with only passing glimpses of Aussie rules football, racing and other sports.

BBDO Sydney creative director Paul Nagy said Australians “love a person who makes a call. It shows strength of character we all admire.” Hills’ head of brand Warren Hebard added that the spot “captures not only the essence of our brand but launches it off a consumer insight that all Australians can relate to.” Like the idea that “men shouldn’t dance… around decisions.”


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