Paddy Power chief Barni Evans takes Australian role

Paddy Power lead marketer Barni Evans, who pioneered the betting company's controversial advertising strategy, is to leave his role after 10 years.

Paddy Power: controversial advertising
Paddy Power: controversial advertising

Evans will become marketing director for Paddy Power's two Australian businesses, International All Sports (IAS) and Sportsbet, in September.

As marketing director, he oversaw several high-profile campaigns, including 2010's most-complained-about TV spot, featuring blind footballers apparently kicking a cat.

More recently, the bookmaker used glamour model Imogen Thomas in its ads, following her alleged affair with Manchester United star Ryan Giggs, to coincide with this year's Champions League final.

The bookmaker also erected a 270ft Hollywood-style promotional sign overlooking Celtic Manor, the venue for last year's Ryder Cup in Wales, leading the local council to serve it with an injunction.

Paddy Power is now set to feature model Florence Brudenell-Bruce, linked to Prince Harry, in a forthcoming TV ad. Brudenell-Bruce has already starred in previous comedic TV ads for the brand.
Evans' departure comes as the bookmaker looks to boost its share of the online betting market in Australia, following deregulation two years ago.

Sportsbet acquired IAS in 2009, before Paddy Power bought a controlling stake in Sportsbet earlier this year.

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