Advertising: Right Time, Wrong Place
This ad ran to promote Paddy Power declaring Hillary Clinton as the winner of the 2016 US Presidential Election. Sadly for both the company coffers and the future of the planet, the prediction was wide of the mark, but the ad ran in several British and Irish national newspapers, often alongside earned media coverage mentioning Paddy Power. It received hugely positive feedback both online and offline and showcased the product benefit and brand difference that appeals and engages customers.
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Video: A Quickfire Hit'
When Sir Alex Ferguson announced his shock retirement from Manchester United, I quickly put together a version of the infamous Hitler video, complete with inaccurate but relevant subtitles. 
Original? No. Amusing? Who knows. Well timed? Absolutely.
The quickfire turnaround stole a march on competition in the race for content, reaching almost half a million views within a couple of days. It made it the most viewed Paddy Power video of all time. 
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Social Media: Quids In
Legendary footballing spendthrift, Arsene Wenger attempted an audacious purchase in 2012, hoping to trigger the release clause of Liverpool star, Luis Suarez by offering the precise sum of £40,000,001 - one pound over the £40 million required to meet the clause. The attempt ultimately failed, but moving quickly, it was a success for Paddy Power as I crafted a tweet that, thanks to timing, precision and tone, went on to accrue just short of 3,000 retweets - then a record for the Twitter account.
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Campaigns: Knot Afraid of a Fight
For a couple of years, Paddy Power partnered with Stonewall for the Rainbow Laces campaign, an attempt to quash homophobia in sport - on the pitch, in the stands or in the media. While the brilliant idea was conceived elsewhere, my job was to activate the campaign beyond the advertising and get engagement. One hugely successful tranche of this engagement came when I decided to send a batch of laces to the HQ of notorious hate-filled, Bible-bashers, the Westboro Baptist Church. The gesture proved exceedingly popular garnering substantial earned media for the campaign across several online and offline outlets with strong links to the target audience of the campaign. 

Editorial and PR: Flower Power
As part of the Paddy Power Editorial content offering, I would often look at niche betting events that receive little coverage elsewhere and give them a rigorous but tongue in cheek, statistical analysis. This approach produced annual successful pieces on the Oscars, the Eurovision Song Contest, The X Factor, and BBC Sports Personality of the Year but one of the biggest wins was my annual piece about the Rose Of Tralee - Ireland's answer to Miss World - as long as Miss World knows how to make a good cup of tea and promises to teach future generations about Irish Dancing. These features garnered earned media in the Irish press as well as receiving online coverage and in a couple of years, involved Paddy Power spokespeople being invited on national radio stations to debate the data. These pieces furthered brand engagement and marked Paddy Power out as a highly differentiated and likable brand.  
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