Head of Trump Bets
The idea of Trump being President was quite funny once – so we at Paddy Power regularly newsjacked with a series of Trump-related betting markets, launching a dedicated microsite to host them all, and hired a Head of Trump Bets to manage them. Cue: coverage. An endless flow of copywriting opportunities.
Spicy social ads
Brands pay to advertise against their rivals's keywords on Google. Makes sense. But why not at least have a bit of fun with it? Flash Pack were game, and signed off these ads against Gutsy Girls, G Adventures, EF Ultimate Break, Contiki, and Intrepid Travel. Fun.
New season magazine
Boasting five brilliant cover stars, including the then-Celtic captain posing with the rainbow flag on his cheek. It was released in all PP shops, the Mirror (UK and Ireland) and Daily Record, plus the MEN and Liverpool Echo, giving Pitch Invader a print run of more than a million.
FIFA 17 Mobile
In-game copy for FIFA's iconic Ultimate Team mode, and various other areas of the mobile app's experience.
WAGatha Christie reactive print ad
True reactive can result in truly astonishing placements, and that was a staple of the PP approach during my time there. This e.g. allowed us to riff on the story of the year, while referring back to the story of the decade. And, no, I'm not clarifying which one is which.
Reactive print ad: Politics and piggies
The Tories, to be honest, were the gift that kept on giving when it came to copywriting fodder for Paddy Power. Mad to think now that David Cameron's dalliance with a pig head (still too weird to comprehend) pales in comparison to BoJo's antics. In any case, it gave rise to this open-goal of a piggy pun.
On-deadline reactive print ad
In football, incredible stories unfold live on a weekly basis. One of my favourite things to do was to come up with copy that could run in the next day's paper, with a topical placement. This is a pretty spot on example: the day after Chelsea manager Maurizio Sarri was undermined by goalkeeper Kepa in the League Cup final, our ad dovetailed perfectly with the inevitable headlines and stories, with the betting market cited unusually relevant and additive.
Bets Booster
Website and product copywriting for North American accompaniment to gambling apps, helping consumers to maximise free bet sign-up offers.
Incentive Games
Website and social media copywriting for primarily B2B gaming provider looking to establish themselves as the industry's leading operator.