Paddy Power Head of Advertising Ken Robertson is leaving the company after nearly two decades in the gaming industry, "having built the brand an infamous reputation for marketing mischief," according to John McCarthy of THE DRUM. Robertson "oversaw many of the gambling brand's most memorable campaigns and, from time to time, controversies such as its notorious Oscar Pistorious stunt." He "leaves in his stead a strong brand that can go a shade bluer than some of its bookmaker rivals." Robertson, styled as the "head of mischief" at the company, said, "I've massively enjoyed 18 mischief-filled years building one of Ireland's and the U.K.'s edgiest, most politically incorrect brands" (THE DRUM, 6/29). CAMPAIGN LIVE's Omar Oakes reported Robertson is "looking at starting his own creative marketing business that would target social media and new advertising channels." The 18-year Paddy Power veteran was promoted to group director of advertising last year after the Paddy Power-Betfair merger, "having previously been director of brand engagement." Most recently, as the group’s advertising director, he was "responsible for overseeing a team of 50 ad specialists, and managing creative ideation through to delivery of completed campaigns for both Paddy Power and Betfair brands in multiple markets" (CAMPAIGN LIVE, 6/29).
