Let us know what’s on your mind A creative heavyweight returns to Paddy Power as we examine how a provocative brand voice can evolve under tighter rules and higher expectations. We reflect on past culture-led stunts, agency lessons, and the path to responsible, high-impact sponsorships in 2026. • Paul Mallon’s return and why it matters • Signature campaigns that built brand distinctiveness • From provocation to participation through responsibility • Agency-side lessons applied to a tougher m...