Paddy Power's head of advertising Ken Robertson is leaving the company after nearly two decades in the gaming industry, having built the brand an infamous reputation for marketing mischief.
Robertson oversaw many of the gambling brand's most memorable campaigns and, from time to time, controversies such as its notorious Oscar Pistorious stunt. He leaves in his stead a strong brand that can go a shade bluer than some of its bookmaker rivals.
For example, this in-store ad mocking fecal bacteria samples found in Costa’s Iced Drinks by a BBC investigation, and this print creative showing Theresa May locking lips with DUP leader Arlene Foster, that ran just earlier this week.
Robertson, styled as the 'head of mischief' at the company, said: "I've massively enjoyed 18 mischief-filled years building one of Ireland's and the UK's edgiest, most politically incorrect brands. From sky tweeting above the Ryder Cup in the US to taking bets on the next Pope in St Peter's Square and managing a team of renegade social media misfits, it has been an extraordinary journey.
"It's time now to take what I've learned into my own space where I plan to work with other like-minded individuals and brands to continue to push the boundaries of creativity.
"I'm hugely indebted to the team at Paddy Power Betfair for their trust and backing over the years and for being so supportive with this exciting new chapter in my career."
He previously held roles as director of brand engagement and Sportsbet's head of brand in Australia