Paul Mallon has announced his departure as Paddy Power’s Head of Brand Marketing, concluding a 10-year career as an advertising professional with the Irish bookmaker.
Mallon, who was a key member of Paddy Power’s Mischief Making department, has joined London marketing firm Lucky Generals as Head of Special Ops.
From 2017 until 2020, Mallon was Paddy Power’s “Head of Mischief,” overseeing the formulation of the bookmaker’s high-impact campaigns as well as the implementation of its high-profile media stunts.
In 2017, Paddy Power branding gate-crashed the weigh-in of Floyd Mayweather’s record-breaking PPV bout versus Conor McGregor, which was broadcast on all major global sporting networks.
Paddy Power sponsored Brighton Pride in 2018 under Mallon’s leadership, becoming one of the UK’s first mass-market brands to openly champion LGBTQ+ rights, equality, and inclusion — action that earned Paddy Power a Cannes Lions award.
Mallon commended Paddy Power for a “sublime 10 years” of support and direction as he rose through the ranks of the bookmaker’s marketing department from his initial work as a football writer, in a post on his Linkedin page.
Mallon’s joins Lucky Generals, Paddy Power’s former creative advertising agency, who held the account prior to Flutter Entertainment’s (Paddy Power and Betfair) marketing reorganisation and merger with The Stars Group Inc. (Sky Bet and PokerStars).