Ken Robertson, advertising director at Dublin-headquartered bookmaker, Paddy Power Betfair, has announced he will be leaving the company to set up his own creative advertising business.

Robertson was the first marketing professional hired by Paddy Power co-founder and then chief executive Stewart Kenny to work at the bookmaker. He has held many roles at the company, including head of communications, head of brand engagement, head of branding at the company’s Australian subsidiary Sportsbet and most famously, ‘Head of Mischief’. He has been with the bookmaker for the past 18 years.

“I’ve massively enjoyed 18 mischief-filled years building one of Ireland’s and the UK’s edgiest, most politically incorrect brands,” Robertson stated.

“From Sky Tweeting above the Ryder Cup in the US to taking bets on the next Pope in St Peter’s Square and managing a team of renegade social media misfits, it has been an extraordinary journey.”

“I’m hugely indebted to the team at Paddy Power Betfair for their trust and backing over the years and for being so supportive with this exciting new chapter in my career.”

Robertson has been described by Paddy Power Betfair as a “key part of the brand magic”. He will continue in his current role for a further six months.

“Ken is a unique person and filling the void that he leaves will take a special talent so I’m delighted that he will be around for quite some time to come,” the company announced to staff at the end of the week.

Robertson was behind some of the most complained about ads around the world, ones that were pulled by the company and resulted in fines and according to Robertson, these were some of his favourite marketing campaigns and ones he was most proud of.