We're thrilled to share episode 68 of 20 Minute Marketing with you. This week, our guest is Lee Price from Paddy Power. For overseas listeners, Paddy Power is an Irish bookmaker and one of the largest betting companies across Ireland and the UK. As a brand, they are renowned for pushing the boundaries on social media and with their PR campaigns - for all the right reasons. Lee is the Head of PR & Mischief and plays a major role in the success of those campaigns.

We start the episode by talking about mischief and how it's used by Paddy Power to create engagement. Lee also tells how they have adapted over the last few years due to COVID-19 and changes in society and on social media. Our chat then focuses on social media and how the team at Paddy Power creates a winning formula, plus what happens when things go wrong. Lee then shares some of his favourite campaigns both at Paddy Power and elsewhere. Finally, we talk about measuring success.