Paddy Power drops BMB after three months for Lucky Generals

Paddy Power has dropped BMB as its lead creative agency after only three months, with Lucky Generals set to take its place.

Paddy Power: BMB ad offered odds for Ireland’s referendum on gay marriage
Paddy Power: BMB ad offered odds for Ireland’s referendum on gay marriage

Lucky Generals, which has worked with Paddy Power on projects since 2013, has been lined up to replace BMB as the bookmaker’s agency of record.

The switch of agencies comes after Paddy Power hired a new chief marketing officer, Gav Thompson, earlier this month to replace Christian Woolfenden, who was promoted at the end of 2014. It is understood that Thompson wanted to start with a clean slate and picked Lucky Generals without a formal pitch.

BMB was picked to handle Paddy Power’s £20 million advertising account after a four-month competitive pitch, run by Oystercatchers, that was completed in March. Although Lucky Generals had an existing relationship with Paddy Power, the agency did not put itself forward for that pitch.

The addition of the Paddy Power account will be a boon to Lucky Generals, which is already on a roll after becoming Twitter's first retained ad agency in the UK earlier this month.

Before BMB, Crispin Porter & Bogusky London was Paddy Power’s retained agency for almost four years, and created the "we hear you" campaign that included spots such as "chav tranquilliser".

BMB produced an ad for Paddy Power in April, ahead of Ireland’s referendum on gay marriage, which featured two men in balaclavas kissing.

Juliet Haygarth, BMB's chief executive, told Campaign: "The new marketing director arrived at Paddy Power on Monday and, by the end of the week, he had moved the account to Lucky Generals."

A spokeswoman for Lucky Generals declined to comment, as did a spokeswoman for Paddy Power.