Paul Mallon has confirmed he is leaving Paddy Power after a decade in advertising with the Irish bookmaker.
Ireland.- Paul Mallon has confirmed he is leaving his position as head of brand marketing for Paddy Power. The ad executive spent ten years at the Flutter-owned operator, including a stint at the helm of its famed Mischief Making Department.
He leaves Paddy Power to become head of special ops at the London-based advertising agency Lucky Generals, which was Paddy Power’s creative agency before Flutter’s reorganisation with its The Stars Group merger.
Mallon began at Paddy Power as a football writer following a time as a journalist at the Irish Daily Star. He rose up through the bookmaker’s marketing ranks to become its so-called head of mischief from 2017-to-2020. That role saw him lead high-profile stunts that gained the bookmaker significant media coverage.
His stunts included gatecrashing the Floyd Mayweather and Conor McGregor pay-per-view weigh-in in 2017 with Paddy Power branding, along with the brand’s “Lucky pants” activations, Eric Cantona’s “Brexit bunker” and the “Fan denial” social series.
He also helped Paddy Power pick up a Cannes Lions award after making it one of the first mass-market brands to promote LGBTQ+ rights and inclusion through its sponsorship of Brighton Pride in 2018.
Mallon wrote on LinkedIn: “After an incredibly good time and 10 years at the sublime Paddy Power, I’ve transferred to the mighty Lucky Generals (with huge thanks to the colleagues, agencies and customers who made working for PP such a pleasure).”
Last week, Flutter Entainment pledged to introduce a €500/£500 per month deposit limit for customers under the age of 25 in the UK and Ireland. The owner of Paddy Power, Betfair and PokerStars said it would introduce the limit by the end of this year or early in 2022.
Earlier this year, Paddy Power himself (the son of the brand’s founder David Power) broke his funding target for sports betting virtual stock market ASX.