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All Ireland Marketing Champion 2010

Patrick Kennedy, Paddy Power

Patrick Kennedy has been chief executive of Paddy Power plc for over four years, and during that time he has led the business through a period of exceptional growth, driven by insightful and bold marketing strategies. Patrick Kennedy studied commerce at UCD. After a period with KPMG, he moved to McKinsey as a strategy consultant in Ireland, Britain, Belgium and the Netherlands. Patrick joined Greencore in 1998 as Group Development Director and was appointed to the board in 2001. He assumed the Chief Executive role at Paddy Power in 2006. The Paddy Power brand was launched in 1988 through a merger designed to counter the advance of British bookmakers such as Ladbrokes and William Hill in Ireland. It’s a distinctly Irish brand, but it has successfully undertaken overseas expansion. The firm is today the largest provider of online betting and gaming services in Ireland and a leading provider of such services in Britain, operating almost 300 retail licensed betting offices. Paddy Power is listed on both the Irish and London Stock Exchanges. Marketing innovation has been the key to the success for the company who from day one sought to be different. The vision has been to position betting as entertainment; make betting with Paddy Power a fun experience that meant a lot more than simply winning or losing money. The firm’s commitment to providing an unrivalled customer experience has ensured differentiation. The firm has successfully harnessed the marketing power of digital technologies to drive business volume and profitability, especially in Britain where the online brand has become established despite a limited retail presence. The Marketing Institute of Ireland is delighted to recognise the achievements of Patrick Kennedy and Paddy Power plc through this award.