Why Paddy Power’s marketing is all about mischief, PR and press coverage

Irish bookmaker Paddy Power thrives on its reputation as a controversial and, dare I say it, disruptive brand.

The company’s marketing strategy is built around headline-grabbing stunts that always sail close to the wind and occasionally verge on being a bit distasteful.

To find out more about how these stunts are put together, I spoke to Paddy Power’s mischief champion Harry Dromey.

Dromey is one of the speakers at Econsultancy’s Festival of Marketing in November. The two day celebration of the modern marketing industry also features speakers from LEGO, Tesco, Barclays, FT.com and more.