Mallon’s 10-year tenure at Irish betting giant Paddy Power was an eventful period in the company’s history.

During this time, he led several successful campaigns as well as the brand’s highly publicised media stunts.

Memorable Mallon moments include such highlights as TV spots with Peter Crouch and Colm Meaney, Eric Cantona’s “Brexit Bunker”, the “Fan Denial” social series, a drive-through confession box, “Shave the Rainforest” and “Rainbow Laces."

Under his leadership, Paddy Power also sponsored Brighton Pride in 2018, making the betting company one of the UK’s first big-name brands to openly promote LGBTQ+ rights, equality and inclusion.

Posting on his LinkedIn page, Mallon thanked Paddy Power in a heartfelt message that read: “After an incredibly good time and 10 years at the sublime Paddy Power, I’ve transferred to the mighty Lucky Generals (with huge thanks to the colleagues, agencies and customers who made working for PP such a pleasure).”

Mallon joins Lucky Generals in a new role created for him at the company, whose responsibilities will blend PR, social, content and guerrilla marketing.

This marks the next step in Mallon’s career path that has seen him go from being a journalist for the Irish Daily Star to Paddy Power’s head of mischief and head of brand marketing.

Mallon will report to Lucky Generals Founder Andy Nairn, who said: “Clients are increasingly asking for non-traditional ideas that will make a genuine impact in popular culture — and that’s always been a sweet spot of ours. But now, we want to take things up a notch by hiring a real specialist.

“Having worked with Paul we know he’s the best in the business and are looking forward to letting him loose on our own clients.”