Often controversial and never boring, the Paddy Power brand has blossomed under Woolfenden’s stewardship.
In a much-lauded and imaginative move, the brand tackled homophobia by teaming up with LGB rights charity Stonewall and sending rainbow bootlaces to every Football League club. The activity generated an impressive 600m media impressions, won support from celebrities and resulted in the participation of 54 professional clubs.
Paddy Power also pushed boundaries by launching what it claims was the world’s first fully personalised sports betting app and a real-money sports-betting Facebook app last year.
The bookmaker’s dominance of social must be the envy of its rivals, with individual posts reaching up to 50,000 "likes".
The winner will be voted for by Marketing’s readers and will be presented with the award at The Marketing Society’s Awards for Excellence on 5 June.