Video: Paddy Power's Woolfenden explains 'mischief' marketing

Christian Woolfenden, marketing director, UK & Ireland, Paddy Power, talks to Marketing about the brand's sponsorship of 'the biggest athletics event in London' and the £80,000 pants.

Paddy Power
Paddy Power
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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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