Paddy Power-Betfair Has a New Ad Director

Ken Robertson is an award-winning marketing leader with over 16 years of experience with the world’s leading gaming group, Paddy Power. After the successful merger between the two online gaming giants Paddy Power and Betfair in January 2016, Mr. Robertson was promoted to a higher and more responsible position of Advertising Director of the new union. The merger between the two biggest brands on the UK online gaming market has reflected in restructuring the merged business’ marketing division. The veteran will be a leader of a team of fifty advertising and marketing specialists and managing the entire marketing process from creative processes to campaign delivery of complete assets to both gambling brands in multiple countries. Robertson will be responsible for the European business delivering.

Previously, Ken Robertson was a director of Brand Engagement of Paddy Power. Leading a multi-functional team of twenty highly-experienced specialists in the field of Social Media, Editorial, PR and Creative executive. The team was responsible for the implementation of the connection and the communication so that to drive customer engagement and loyalty. Prior to joining the team of Paddy Power, Robertson was Head of Sportsbet in Melbourne, Australia. The company is a subsidiary of the popular Irish brand. As a Head of Brand, he was responsible for developing and executing the brand marketing strategy of the company, TV campaigns, research projects, etc. Robertson has held a number of roles within the Paddy Power company in the period between November 1999 and October 2011. Those include Head of Mischief, Head of Communications and Marketing Manager.

The merger between the major gaming brands has led to a couple more changes, including the replacement of the Chief Marketing Officer of Paddy Power. The position was previously held by Gav Thompson who left the company soon after the merger with Betfair. He was replaced by his counterpart from the partnering company, Betfair, Jonathan Devitt. The switch in the positions came as a surprise as everyone expected that Thompson would remain with the business after the merger.