y Power have handed their creative account to Crispin Porter & Bogusky.

The advertising agency will now oversee the bookmaker’s sports betting and e-gaming ads as part of a £7m deal after pitching against counterparts Mother and CHI & Partners. DDB UK dropped out of the contest at an earlier stage.

Paddy Power reviewed their account earlier this year after their previous agency, Big Al's Creative Emporium, struck a deal to work with rival company Betfair.

Paddy Power head of brand Adam Perrin said: “We were blown away by the freshness of Crispin Porter & Bogusky's approach and its use of resource across the US and Europe."

The operator’s partnership with Big Al’s has gained them a reputation for controversial advertising in recent years. Their blind football TV advert, in which a cat is supposedly kicked by a blind footballer, was the Advertising Standards Authority's most complained about advertisement of 2010.