MAD//Moments is a series of short interviews from MAD//Fest. Paddy Power’s Managing Director, Marketing, Michelle Spillane, urged marketers to be different and ​​break away from their category tropes.

“Start small, experiment, bring people on the journey with you. But don't be afraid to try because the opportunity cost in this day and age of not being brave, is just far too great.” This is Michelle Spillane’s advice to brands who want to be bold and brave. 

Speaking to MAD//Fest after her Hexagon Stage turn as part of the opening “Fortune Favours The Bold’ panel with Mitch Oliver, VP Corporate Brands & Purpose at Mars, and Kenyatte Nelson, Chief Membership & Customer Office at Co-op, Spillane argued that a good place to start is to “break away from what everyone else is doing in your category to ensure you stand apart.”

Spillane also said that all marketers should “reclaim your youthful exuberance”. Younger marketers tend to be unfiltered and “vomit out all their ideas”. However, as you get older you start to censor a lot more but ideas are marketing’s “biggest currency”. She added that senior marketers should “share them, others will find magic in them. Marketing is a community!” 

Watch the brilliant short interview here.