EP 33: When Marketing Stunts Backfire: Lessons from Paddy Power’s Oscar Pistorius Ad Fail

Get ready for a masterclass in disruptive marketing with our special guest, Ken Robertson, the former Head of Mischief at Paddy Power and current CEO of the Tenth Man. We uncover how Ken's strategies transformed Paddy Power into an entertainment powerhouse, from their mischievous "black ops" division to their stunts that grabbed global attention, including one campaign that attracted scrutiny from the UN. Ken shares behind-the-scenes tales of how Paddy Power's irreverent approach helped them stand out in a crowded market.Ever wondered how a pair of underpants could disrupt brands like McDonald's and Adidas? In our conversation, Ken reveals the genius behind Paddy Power's viral ambush marketing campaign during a European football tournament. By partnering with Danish striker Nicholas Bendtner, they turned a cheeky goal celebration into a global sensation. This move not only garnered massive attention but also forced UEFA to tighten its rules on guerrilla marketing. We also explore how Paddy Power cleverly infiltrated major events, like cheekily sponsoring an event in London, France, during the 2012 London Olympics. From political betting ventures to the autonomy that fuelled creative freedom, Ken provides rich insights into the brand's playbook. We even touch on how other brands like BrewDog and Ryanair have successfully adopted similar disruptive tactics. This episode is a treasure trove of lessons for anyone looking to revolutionise their marketing game with a fearless and innovative approach.Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show.Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show:TikTok, YouTube