Analysis: Paddy Power are favourites to revolutionise social

Paddy Power In-Play

“Every man”, said Paddy Power CEO Patrick Kennedy on a recent call with city analysts, “over the age of 18 on Facebook in the UK is connected to at least one Paddy Power fan.”

Them’s fighting words and, being a) a man, b) in the UK and c) waaaay older than 18 (weep), I thought I’d give it a go. Guess what? I’m connected to three Paddy Power fans. Turns out that hot air wasn’t nearly hot enough.

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Is Social Commerce about to transform the betting industry?

Is Social Commerce about to transform the betting industry?

I spend a lot of my time working with clients, figuring out the best way to apply Social Commerce to their calendar, to their brand and to their industry. Sometimes, everything just adds up and it’s a super-easy fit: retail, travel, pharma, FMCGs. Sometimes, it’s not so simple (I’m recalling an interesting discussion with a sewerage wholesaler here – it might have been viable, but the project just smelled a bit ‘off’).

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