Irish betting operator Paddy Power has tapped London-based mad men Beattie McGuinness Bungay (BMB) to handle its creative account.

Paddy announced late last year that it was looking to shake up its creative advertising after three years with Crispin Porter & Bogusky, who elected not to push for a renewal. The list of potential replacements was eventually narrowed down to four with final pitches made this week in London.

The £20m account will see BMB handle television and radio spots, while Paddy’s in-house team will continue to handle much of its outdoor and print campaigns. London-based agency Lucky Generals will also continue to work with Paddy on its notorious promotional stunts.

BMB co-founder Trevor Beattie said his firm was chuffed to be working with the Irish pranksters, calling the deal “a marriage made in mischief.” Paddy’s head of brand Paul Sweeney said the company couldn’t wait to see “how much trouble we can get into with our new friends at BMB.”