Saturday June 2, 2012 : PADDY POWER AWARDS GIANT AD CONTRACT
Existing offline marketing partner gets the nod
The UK land and online gambling group Paddy Power has decided to stay with the advertising agency it knows best, maintaining and extending its offline agreements with M2M to embrace the digital side as well, according to the marketing publication CampaignLive.
The significant GBP 8 million international account was fiercely contested in the pitch by Paddy's digital agency Zenith, but to no avail.
In related news, Paddy Power clearly intends to make some advertising capital out of the much-maligned vuvusela at the upcoming Euro 2012 football championships in the Ukraine.
Soaring to international fame and not a little condemnation at the 2010 World Cup in South Africa, the noisy plastic horn has been banned at Euro 2012 stadia, and Paddy has seized on this to get a little advertising mileage.
The company has commissioned a massive green snow plough decked out in its livery and logo and surmounted by a giant vuvusela.
This unmissable combination will be rumbling around the venue, and the idea has gone viral on Youtube here: