Paddy Power's recent success in the fragmented media landscape underscores the importance of understanding audience sentiment. At The Drum Marketing Awards EMEA 2025, the brand earned awards for its Euros campaign, which cleverly highlighted England's awkwardness in European football. The campaign was characterized by a collaborative creative process involving BBH and MindsEye and featured actor Danny Dyer to add warmth. This approach exemplifies how brands can navigate boldness and humor, relying on real-time sentiment while maintaining a strategic edge in contemporary marketing.
In an increasingly fragmented media landscape, knowing your audience isn't just a strategic advantage - it's a survival skill. For Paddy Power, that means tapping deep into cultural sentiment.
The campaign's central insight was simple yet sharp: England may be favourites to win the Euros, but they're rarely anyone's favourite in Europe.
If we'd said it as a brand, it probably would have fallen flat on its face. Having Danny meant there was so much warmth and charm.
Paddy Power has made a name for itself as a provocateur brand, walking right up to the line of controversy, but rarely overstepping.
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