Paddy Power on the Craft Behind the Laughs
Paddy Power is known for its mischievous side. Its tone might come across as completely irreverent but the thought process and craft that goes in behind the scenes, is rigorous and granular, every detail pored over, every outcome discussed.
Together with BBH London they talk about the trust they have built, the work the writers painstakingly put in to talk the fans language and what’s to be gained from ‘poking the bear’.
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