BIZ DEV: Paddy Power Names WE ARE Pi As Brand Agency

Paddy Power named Amsterdam-based WE ARE Pi as its brand agency, following a pitch handled by the AAR. First work was to leverage the excitement around the Rugby World Cup, by creating Paddy Power's match predictor called "The Big Game Hunter." An American dentist with a high powered rifle is charged with predicting matches in a series of online films where he hunts national team's icons. If a country's icon goes down, the dentist predicts they will lose the game. At the end of each video, Paddy Power highlights specific match odds for the game. "WE ARE Pi is our kind of agency; creative, restless and non-conformists," said Gav Thompson, chief marketing officer of Paddy Power. "We went looking for a partner in mischief and they were the stand-out choice. Their ideas were clever and naughty in equal measure, and I am very excited about our future together."

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