Paddy Power's head of mischief Ken Roberston is set to speak at a conference which will examine how the marketing business is rapidly changing beyond all recognition.
Robertson will deliver a keynote address on 'Making Mischief Connect the Content' during Four Minute Warning, an event organised by The Drum.
The session will see him share the much talked about marketing techniques that the bookmaker has implemented in recent months. He will also discuss how by controversial offline activity can be used to pump-prime widespread online and social reaction.
So far this year, Paddy Power’s mischief department has installed a giant jockey on the famous 2,000 year-old Uffington Horse in Oxfordshire, convinced Danish striker Nicklas Bendtner to flash a pair of Paddy Power branded underpants after scoring in Euro 2012 and won a high-profile legal battle with the organising committee of the London Olympic Games over a tongue-in-cheek poster campaign.
‘Four Minute Warning’ is a one-day conference focused on the digital revolution that is reshaping the fabric of business, culture and society. The event is aimed at “business thinkers, shapers and doers who are involved in understanding, creating, planning and implementing business tactics and looking at different ways of doing so”.
Other speakers will be confirmed in the coming days.
‘Four Minute Warning’ takes place in London on 5 December 2012