Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

Summary

Imagine taking the most successful and effective communications channel you had, and almost turning it off. For good.

That's the scenario Paddy Power Betfair (PPB) faced in August 2019 with regulatory adjustments restricting use of TV. A significantly diminished ROI was an almost inevitable consequence.

Overnight, there was a need to switch focus to lesser known or understood digital and print media channels, and identify how these work for sports bettors and gamers. The PPB Insight team faced a massive challenge:

The need for insight to inform a series of best practice learnings, shaping the future print and digital...

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