Paddy Power departs Lucky Generals for Chime outfit

There’ll probably be mixed feelings at Lucky Generals as it waves goodbye to Paddy Power after four years. The ever-controversial and, no doubt, demanding client is on its way to Chime-owned sports marketing agency CSM with WCRS also being hired to do something or other.

Lucky Generals keeps the Betfair account. Betfair and Paddy Power merged in 2016.

Paddy Power now has a new CEO and CMO and, like all betting firms, is faced with an increasing number of regulatory hurdles. Noisy ads designed to grab attention may not be high on its agenda in a more regulated future.

Paddy Power is one of those accounts that tend to go to upstart agencies, eager to grab attention for themselves too. Lucky Generals is now a big boy as part of the TBWA Group.

Under the new arrangements CSM will handle strategy and creative with creative agency WCRS hired for a separate project. Which seems a bit Double Dutch. But that’s Double Irish Paddy Power for you.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.