Head of Mischief leaves Paddy Power2017-07-11 08:13:20
Robertson was behind a plethora of stunts including one that saw Danish footballer Nicklas Bendtner revealing underwear bearing the Paddy Power logo during a match at the Euro 2012 football championships. The incident resulted in a €100,000 fine for the striker paid by the company.
In 2012, at the time of the London Olympic Games, Paddy Power had claimed to be the “official sponsor of the biggest athletics event in London this year.” Paddy Power had, in fact, sponsored an event in the small village of London, France.
Ken Robertson Statement On Departure
Robertson said on his leaving: “I’ve massively enjoyed 18 mischief-filled years building one of Ireland’s and the UK’s edgiest, most politically incorrect brands.
From sky tweeting above the Ryder Cup in the US to taking bets on the next Pope in St Peter’s Square and managing a team of renegade social media misfits, it has been an extraordinary journey. It’s time now to take what I’ve learned into my own space where I plan to work with other like-minded individuals and brands to continue to push the boundaries of creativity. I’m hugely indebted to the team at Paddy Power Betfair for their trust and backing over the years and for being so supportive with this exciting new chapter in my career.”
Tough Void to Fill
There is little doubt that Robertson’ shoes will be very tough to fill. He was responsible for some of the most renowned advertising campaigns in the industry and bringing much attention to the Paddy Power brand. Political betting campaigns involving Donald Trump and most recently Theresa May brought a new kind of customer into Paddy Power’s stores.
In a statement, a Paddy Power spokesman stated: “Ken is a unique person and filling the void that he leaves will take a special talent, so I’m delighted that he will be around for quite some time to come." Robertson has been described by Paddy Power as a “key part of the brand magic”.
Robertson Proud Of Pistorius Furore
One of Paddy Power’s most infamous publicity stunts revolved around Oscar Pistorius’ murder trial, with Power offering “money back if he walks”. Pistorius was accused of murdering his girlfriend Reeva Steenkamp and the betting promotion unsurprisingly drew plenty of criticism and widespread comment. This resulted in over 5,000 complaints being received by the UK’s advertising watchdog, the most complaints in British history and the campaign was subsequently ditched. “I’m most proud of that for a variety of reasons,” Robertson stated, underlining his tag as the ‘Head of Mischief’.
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