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    <lastmod>2016-04-06</lastmod>
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  <url>
    <loc>http://www.10soldiers.com/home</loc>
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    <lastmod>2016-03-13</lastmod>
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  <url>
    <loc>http://www.10soldiers.com/blogb</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2017-02-22</lastmod>
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  <url>
    <loc>http://www.10soldiers.com/copy-writing</loc>
    <changefreq>daily</changefreq>
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    <lastmod>2016-09-04</lastmod>
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  <url>
    <loc>http://www.10soldiers.com/social-media</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2016-06-21</lastmod>
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      <image:title>Social Media - Arsenal's new signing</image:title>
      <image:caption>When Arsenal announced a new signing in the summer of 2016, they choose to accompany it with a misjudged quote relating to his leadership qualities. This was perfect for poking fun at and our image and copy resonated with the football audience garnering a large number of retweets and being featured in online press coverage.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466541292768-MEUTYA54E6ZHUKGWPZ7G/blog_mc-coy_tributesv2.jpg</image:loc>
      <image:title>Social Media - AP McCoy Retirement</image:title>
      <image:caption>In 2015, legendary jumps jockey, AP McCoy retired from the saddle. Whilst many tributes rightly focused on his tremendous career, we choose a slightly different route - highlighting his famous strengths and adding some humour to create something that was at once humourous, appropriate and showcased the Paddy Power point of difference. It even got the seal of approval from the man himself.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466541072120-4BS5XIMW6E5L1ZU9JNUE/webb-bedroom.jpg</image:loc>
      <image:title>Social Media - Manchester United's 12th Man</image:title>
      <image:caption>A running joke in Premier League football was referee, Howard Webb's supposed fondness for Manchester United and his alleged favourable decisions towards them. This Photoshopped encapsulated on that joke, resonating with fans and performing exceptionally well on Facebook and Twitter.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466542460087-F3HRZN2G3N9OTVLC4YKR/chamahk.jpg</image:loc>
      <image:title>Social Media - We'd prefer a quid</image:title>
      <image:caption>When Arsenal tried to sign then Liverpool superstar, Luis Saurez by triggering a release clause of £40 million with a bid of £40,000.001, we reacted quickly to write this tweet about an unfortunate, hapless Arsenal striker which performed exceptionally well.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466541136127-CMVSMTZ4YOHUTRQXVYIZ/blog_uefa-racism.jpg</image:loc>
      <image:title>Social Media - FIFA Fines</image:title>
      <image:caption>Financial scandals have troubled FIFA in recent months, but prior to that, their questionable response to racism was a major issue. This image provided a popular satirical summary of their ineffectual efforts which proved popular with fans.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466541819110-LUS19VD5GJZWY88OGGC9/palace-ad.jpg</image:loc>
      <image:title>Social Media - Jobs Offered</image:title>
      <image:caption>Crystal Palace had sacked their manager and looked destined to be relegated in 2013. AS they hunted for a new manager, we 'found' this cheeky ad, supposedly placed by a disgruntled fan in a local newspaper. It proved extremely popular on social networks and received widespread coverage in both newspapers and online news websites.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466541042804-DF7A38LAFW2C3WC6FBSC/angry-ronaldov3.jpg</image:loc>
      <image:title>Social Media</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466541219549-5KNJYB5XBR330TVK3POU/hawkeye_johnson.jpg</image:loc>
      <image:title>Social Media</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466541259942-AJ7H0E5JSEJXB892GJKS/golf-rankings.jpg</image:loc>
      <image:title>Social Media</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1466541717523-54YHB167QB7R8H9BDEYQ/tv-ratings.jpg</image:loc>
      <image:title>Social Media</image:title>
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      <image:title>Social Media</image:title>
    </image:image>
    <image:image>
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      <image:title>Social Media</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1473021856154-SAZJ6MX56VVK1UHJ3G42/cheltenham_top-jockey.jpg</image:loc>
      <image:title>Social Media</image:title>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1473021886906-H7QUKM4C3P3BQOSUHSIF/rory-skysports.jpg</image:loc>
      <image:title>Social Media</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1473021935169-L21W9ZHY2PHH4BVGDY24/cleverley-biddingwarV2.jpg</image:loc>
      <image:title>Social Media</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1473022039521-5IO2152T3FP1KUWSF0PC/suarez-pringles.jpg</image:loc>
      <image:title>Social Media</image:title>
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  <url>
    <loc>http://www.10soldiers.com/big-ideas</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2016-01-19</lastmod>
  </url>
  <url>
    <loc>http://www.10soldiers.com/greatest-hits</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2017-01-04</lastmod>
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      <image:title>Greatest Hits</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483531549611-BWODS812Z1EODD5L7K2T/Copy+of+chamahk.jpg</image:loc>
      <image:title>Greatest Hits</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483532937515-A3305KJNI18GS5PPG62K/chelsea-balancesheet.jpg</image:loc>
      <image:title>Greatest Hits</image:title>
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  <url>
    <loc>http://www.10soldiers.com/social-media-content</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2019-01-25</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483647779862-BBQHSNNZW1GCR3P41LCH/rory-skysports.jpg</image:loc>
      <image:title>Social Media - Ror' Emotion</image:title>
      <image:caption>Not long after his high-profile split from Caroline Wozniacki, I made this image, gently poking fun at Rory's apparent heartlessness and the fact that although the media had to talk to him about golf, all anyone really wanted to discuss was his love life.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477565107-TGJ71ZM7D1ELWYG1NK0K/palace-ad.jpg</image:loc>
      <image:title>Social Media - Ad-ing Value</image:title>
      <image:caption>A bit sneaky but the good results justified the rule-bending. Paddy Power's Twitter account claimed to find this ad placed in a local newspaper and broadcast it to the footballing world. It traveled really well on social media, but really landed in the media, gathering print and online coverage in several well-known outlets, getting significant attention for the brand.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483910115658-SMBJP8FAYQU50SKKYB3P/jose-bus.png</image:loc>
      <image:title>Social Media - Special Service</image:title>
      <image:caption>Jose Mourinho teams 'parking the bus' is a joke that predates the chicken's motive for crossing the road, but ahead of another likely Chelsea rearguard action in the Champions League, this image and message summed it up in a different way and proved very popular with our social media audience.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483648319099-KR7H6WYB7279XUWNKE5K/uk-emojis.png</image:loc>
      <image:title>Social Media - White on Cue for UKIP</image:title>
      <image:caption>In the aftermath of the UK's Brexit vote and the apparent victory for the then Nigel Farage-led UKIP party, the demand for political content was huge. Given the party's anti-immigration stance, I made this image and joke suggesting they released a special set of emojis to celebrate their win.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484487521054-08SDOPX9XDK83G8G7A31/mitchell-johnson-twitter.png</image:loc>
      <image:title>Social Media - Coming Out Swinging</image:title>
      <image:caption>The Ashes between England and Australia is almost as well known for the brash insults exchanged by both players and supporters as it is for its cricket. Paddy Power got in on the act with some gentle ribbing of mouthy Australian bowler, Mitchell Johnson. It was a rare foray into the world of cricket but the timing worked well and it achieve huge reach on social media.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484482507535-D38Z4SWZY0CAA4UHAIFJ/pepe-instagram.png</image:loc>
      <image:title>Social Media - Insta Karma</image:title>
      <image:caption>Instagram emerged as a usual platform for brand-building in the last couple of years, particularly when they began allowing paid advertising. At this time, this joke about Pepe's hardman reputation used the 'heart' functionality to deliver a joke that lead to the's company most popular Instagram post at the time.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483647812394-2ZCWPCJJVRSSQOLJ0FP9/golf-rankings.jpg</image:loc>
      <image:title>Social Media - Cry of the Tiger</image:title>
      <image:caption>Due to a combination of injury and certain other distractions off-course, Tiger Woods plummeted down the world rankings leading to this image. It received hundreds of retweets and thousands of Facebook likes, thanks to the gag and the smattering of millenial references.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477263239-RPOT9TH7FI78IQLWKU1O/cleverley_fbook.png</image:loc>
      <image:title>Social Media - Bible-bashing</image:title>
      <image:caption>In the football world, poking fun at transfer rumours is a staple of the content world. Finding new, engaging ways to discuss the subject matter is crucial and that's what I managed here, comparing a tug-of-war by two teams for perfectly nice but somewhat ordinary player, Tom Cleverley was a harbinger of the apocolypse.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477263229-BA6ZTN0ZXMUW4CDKLIXA/fifa16-fbook.png</image:loc>
      <image:title>Social Media - Poetic Justice</image:title>
      <image:caption>Due to his bad habit of expressing what was going on in his head and fondness for brown envelopes, Sepp Blatter was a popular target over the years. With the former FIFA present embroiled in legal difficulties at the time FIFA 16 was released, it made for a good parody of the game's latest features.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477398855-6FQQ97NT1XT4AJCW2411/rodgers-facebook.png</image:loc>
      <image:title>Social Media - Bren Not If</image:title>
      <image:caption>There's no doubt that Brendan Rodgers achieved some good things while manager of Liverpool, but his David Brent-esque language and subtle vanity made him a figure of fun for supporters of most other clubs. A summary of his career achievements found favour with a large chunk of the Paddy Power social media audience.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477400196-JULKRHAMZGPF0422J2G2/ryder-cup_fbook.png</image:loc>
      <image:title>Social Media - On The Right Course</image:title>
      <image:caption>Sometimes good social media content came from unique and clever ideas while at other times it was about finding relevant content and communicating it in a timely manner. On the Monday morning after Europe won the 2014 Ryder Cup, Sky Sports News interviewed a clearly suffering Jamie Donaldson. When the reporter asked him how he felt after the victory, his frank response was enough to amuse the audience and gain a large viral effect</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477261186-Z67RHB5NMU2CGRTMXVA6/chelsea-account-fbook.png</image:loc>
      <image:title>Social Media - Win Some, Luiz Some</image:title>
      <image:caption>Despite rarely impressing during his first spell at Chelsea, the club managed to convince Paris Saint Germain to part with £50 million in return for the accident-prone defender. When Chelsea released their financial results for the year, it felt appropriate to highlight this achievement in their fictionalised accounts, along with a couple of other club specific gags that led to an incredibly popular piece of social media content.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484488690253-KLWXU0ULOOX951PCWX6T/blog_mc-coy_tributesv2.jpg</image:loc>
      <image:title>Social Media - Champion Stuff</image:title>
      <image:caption>It's not all about cheap jokes on social media and sometimes it's feasible to contribute to the conversation if it's in a timely, relevant and in a tone that suits the topic. That's what happened when legendary jockey, AP McCoy retired in 2015. The warmth and appreciation of his skills were genuine, some of the quotes less so.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477411459-KNV8K8KCN7TEQYO856X8/traore-fbook.png</image:loc>
      <image:title>Social Media - A Traore-ing Success</image:title>
      <image:caption>Djimi Traore was more famous for his dancing feet than his solid defending during his Liverpool days so on the day he announced his retirement from football, it made for some fun and popular social media fodder.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477447902-26QO0JRVVMZXE1KTQ4PV/pl-defending.jpg</image:loc>
      <image:title>Social Media - Tactical Victory</image:title>
      <image:caption>Another piece of quick responsive work after a goal-filled weekend of Premier League action. Defensive standards left a lot to be desired but this send-up of the prevailing tactics of the weekend went down well.</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477463660-XQYD72MVMOL0BX1OEH83/monaco-gp_guide.jpg</image:loc>
      <image:title>Social Media - In Pole Position</image:title>
      <image:caption>Formula One was a niche area to the Paddy Power social media audience but ahead of the famous Grand Prix around the streets of Monte Carlo, I made this spoof circuit guide to connect with our target audience and the event in an irreverent way.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477497929-Y7BO43QYJQ0BIPCN2CVK/waterrmelon.jpg</image:loc>
      <image:title>Social Media - Fruits of Our Labour</image:title>
      <image:caption>For no real reason other than mocking the both the trends of healthy eating and 'life-hacks', I created this spoof guide for the best way to eat a watermelon. It went down well with the audience.</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477513638-YJ95A3JO78VVH2CLJGWJ/angry-ronaldov3.jpg</image:loc>
      <image:title>Social Media - Angry Ronaldo</image:title>
      <image:caption>When Gareth Bale joined Real Madrid for a then world record fee, Cristiano Ronaldo's feathers were ruffled. No one really felt sorry for the multi-millionaire so I created this to communicate the prevailing mood</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477546960-6AB2WTKIU2PR04N2K7MH/arsenal-season-projection.jpg</image:loc>
      <image:title>Social Media - A Pain in the Arse</image:title>
      <image:caption>A predictable as the tides and the phases of the moon is Arsenal's second half of the season collapse. That's why this went down so well when the fixtures were announced ahead of the 2016-17 season, a full 7 months before the predicted collapse happened.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477571864-58GKNYDY8DYAFBQGM1JX/Copy+of+chamahk.jpg</image:loc>
      <image:title>Social Media - Quids In</image:title>
      <image:caption>Another quick turnaround that shows the value of timing. It went really well at the time, presumably fueled by Liverpool fans wanting to slate Arsene Wenger for his cheeky offer to buy Luis Suarez</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477625359-4AR1ARTMQZ4NXD3873GJ/webb-bedroom.jpg</image:loc>
      <image:title>Social Media - Webb Of Intrigue</image:title>
      <image:caption>Howard Webb's supposed fondness for Manchester United was the subject of countless social media rants, but this new take did well in response to another favourable decision at Old Trafford</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477649539-FM41EADSTE1SGGBTRPTO/superbowl-moments1.jpg</image:loc>
      <image:title>Social Media - Super Stuff</image:title>
      <image:caption>Another niche sport to the Paddy Power audience, but a series of surreal images and tweets ahead of the Super Bowl went down well with the target demographic and engaged them about a sport they may not have otherwise paid attention to</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477693908-IO3TRZWZ48FM14BQIVU7/canmyteam-1.jpg</image:loc>
      <image:title>Social Media - Stats Useful</image:title>
      <image:caption>Joking around is fine, but a series of attempts to deliver key information in a light-hearted way to spark interest in a match and get people thinking about placing a bet went well, with improved click-through rates to betting markets.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1484477724037-5R3JD7PAJPXXHZ5XHIJ7/pele-predicts-new2.jpg</image:loc>
      <image:title>Social Media - Predicting Trouble</image:title>
      <image:caption>He may be one of the greatest footballers in the world, but Pele's predictions over the years are the stuff of ridicule. Paddy Power got in on the act with this piece of creative I produced that traveled well.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487021067785-3AVRQEII155HWHJVNPPO/stamford-bridge_tw.png</image:loc>
      <image:title>Social Media - Making A Stand</image:title>
      <image:caption>When Chelsea announced their plans to redevelop Stamford Bridge, it gave me the chance to recycle some old gags and bundle them together for a new and very popular piece of content.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548416897275-RL2LOWK3PPDLBXI34A74/eddie-enda.PNG</image:loc>
      <image:title>Social Media - The Enda an Era</image:title>
      <image:caption>When Enda Kenny announced he was stepping down as leader of the country, I quickly scrambled some creative together to highlight the high number of vacancies available with Eddie Rockets. The post achieved the greatest organic reach of any Eddie Rocket’s Facebook post and stretch the HR department to breaking point with the volume of applications they received.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548416896244-84IZ88TUXHOI7TDC57BQ/Eddie-Rose.png</image:loc>
      <image:title>Social Media - Kerry Timely</image:title>
      <image:caption>It was difficult to insert Eddie Rocket’s into the trending cycle of topics on social media, but we achieved it with this creative at the time of the Rose of Tralee, turning it into a popular competition.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548416891548-W6JL5J86BIP6QVTYW9VD/eddie-in-mybelly.PNG</image:loc>
      <image:title>Social Media - #hashtag</image:title>
      <image:caption>I created the #eddieinmybelly hashtag in order to give social media users a simple, central tagline to centralise their social media posts in a way that wasn’t excessively corporate but also but the Eddie Rocket’s brand at its core. There was a monthly prize for one lucky person who posted using the hashtag and the promotion received a hundreds of entries</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548416892402-CH1UAL92BC0YV9V53S1U/eddie-fathers.png</image:loc>
      <image:title>Social Media - Dad's The Stuff!</image:title>
      <image:caption>As part of the strategy to create relevant content regarding topical events, we put together this funny video about the difficulty many people feel in buying presents for Father’s Day. Again, it was tied to a competition and achieved a high level of engagement among our audience.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548416891822-TXFB8QIX4QXXBMI74COS/eddie-hangburger.PNG</image:loc>
      <image:title>Social Media - Prize Product</image:title>
      <image:caption>The food was the star of the show at Eddie Rockets so it was crucial that we put it at the front and centre of social media in a way that wasn’t just one-way marketing to the audience. By doing this fun creative and attaching it to a competition, we were able to achieve high reach for several seasonal product promotions such as the Hangburher which was launched to coincide with the National Ploughing Championships</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548416894192-IGSYX2W6K196I901SIVF/Eddie-comments.PNG</image:loc>
      <image:title>Social Media - Passing Comment</image:title>
      <image:caption>Eddie Rocket’s received hundreds of positive comments on social media and I saw this as a chance to champion our loyal customers while at the same time, remind the wider audience about the love out there for the product</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548417345257-K7RKDAC10VQVJN91ZNJX/Eddie-Coachella.jpg</image:loc>
      <image:title>Social Media - Coachella</image:title>
      <image:caption>Based on market research, it was clear that Eddie Rocket’s was losing market share in the key younger demographics. As a response, I decided to make our annual holiday competition more appealing to this younger audience but offering them the chance to win a VIP trip to Coachella in California. The competition received tens of thousands of entries, making it by far the most successful competition of its type that the company had ever run.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548417344906-NDQCYXGVG7F3QRM1A3SP/eddie-scarymary.png</image:loc>
      <image:title>Social Media - Scary Good</image:title>
      <image:caption>Simple content once again, but it this case my role was developing the concept for an innovative product that looked great on social media. The Scary Mary was hugely popular around Halloween</image:caption>
    </image:image>
  </url>
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    <loc>http://www.10soldiers.com/home-1</loc>
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    <lastmod>2019-01-24</lastmod>
    <image:image>
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      <image:title>10 Soldiers by Aidan Elder</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483621313477-2856MH0LJK4U5652N6MT/14691898_10154663145669914_9200155504724830478_o.jpg</image:loc>
      <image:title>10 Soldiers by Aidan Elder</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483634858677-NWZKXGZ7O86XWQ5V9UDI/image-asset.jpeg</image:loc>
      <image:title>10 Soldiers by Aidan Elder</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483624312135-8SFNSSDVDOGBXYOKZQSQ/image-asset.jpeg</image:loc>
      <image:title>10 Soldiers by Aidan Elder</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1483625179125-IO26CFKJL15MU3VGXWP9/image-asset.jpeg</image:loc>
      <image:title>10 Soldiers by Aidan Elder</image:title>
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  <url>
    <loc>http://www.10soldiers.com/editorial-pr</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2017-02-13</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487026433690-DYMKFKP4MLBGXLG9F5QT/cipriani.png</image:loc>
      <image:title>Editorial and PR - Danny Cipriani Column</image:title>
      <image:caption>As part of Paddy Power's 2015 Rugby World Cup coverage, I identified and negotiated with Danny Cipriani to be our pundit for the tournament. It didn't disappoint with several of his columns providing the frank views that he is known for and getting Paddy Power coverage in the mainstream sports media</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487026886109-ZC7VLNH9Y7T817HI7NA8/oscars-.png</image:loc>
      <image:title>Editorial and PR - Oscars Stats</image:title>
      <image:caption>Finding content niches yielded major success with editorial over the years. In the year Eddie Redmayne won the gong for Best Actor, I wrote a piece showing how an actor playing a character with a physical or mental disorder had a much improved chance of winning the Oscar. This played well for our PR department and received substantial coverage in UK print media.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487027288899-NTPEM1RIN3XG0EM60YQN/rugby-quiz.png</image:loc>
      <image:title>Editorial and PR - Quiz</image:title>
      <image:caption>Quizzes proved very popular over the years, adding to the stickiness of the Paddy Power digital real estate and potentially showcasing the brand to new audiences. This Rugby or Royalty? version went down very well</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487027848832-EF6CHS6170UOYL4KAYA5/roseoftralee.png</image:loc>
      <image:title>Editorial and PR - Rose of Tralee</image:title>
      <image:caption>A regular quick win every year was my piece of the Rose of Tralee. Coming up with some vaguely controversial headline was a surefire way of getting press coverage and reinforcing the edgy Paddy Power brand persona to the Irish market</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487029756282-FN8474AMUZC50WKXPCW2/clickbait.png</image:loc>
      <image:title>Editorial and PR - Stunt Coverage</image:title>
      <image:caption>There was a synergistic relationship between Paddy Power's Editorial and PR teams. At times, editorial content drove PR while at others, PR activity covered by editorial content, providing the public with full details on a stunt and giving journalists a place to visit to gather further information on marketing activity</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487028190013-HLCX58HLPKRETTBR9E9T/smashed-it.png</image:loc>
      <image:title>Editorial and PR - Shameless Self-Promotion</image:title>
      <image:caption>Just because you need to tell customers about all the benefits of being a customer of your brand, doesn't mean it has to be dull or self-congratulatory. Using the Paddy Power tone of voice, I was able to communicate value propositions yet still speak in an authentic, on-brand way that hopefully got the message across while at the same time, entertaining people.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487028517406-CO3POXMYN1I3RW3B2SFX/mccarthy.png</image:loc>
      <image:title>Editorial and PR - Captain Fantastic</image:title>
      <image:caption>A big part of my role was recruiting brand ambassadors and collaborating to produce interesting content likely to engage our audience. Working with Mick McCarthy during Euro 2016 was a great example of this with several of his columns getting picked up in the Irish media.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487028868062-TA5COBBW4TYTRJH84MTO/gareth-thomas.png</image:loc>
      <image:title>Editorial and PR - Gareth Thomas</image:title>
      <image:caption>Amplifying the effect of the Rainbow Laces campaign was one of the most rewarding projects I worked on. While the laces were the focal point of the campaign, I produced content such as this column from Gareth Thomas pointing out the futility and harm of homophobia in sport.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1487029331114-OMSG9J88HTFBJ20HFP0E/world-cup-games.png</image:loc>
      <image:title>Editorial and PR - Stats Driven Content</image:title>
      <image:caption>Competing with major sports media outlets was not an option, so the content strategy I developed was based on finding niches within the content that is of interest to the audience, but under-represented by the media. This led to some unusual but popular statistical pieces around major sporting events, such as this preview of the opening match of the 2014 World Cup</image:caption>
    </image:image>
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    <loc>http://www.10soldiers.com/new-page-1</loc>
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    <lastmod>2017-01-04</lastmod>
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  <url>
    <loc>http://www.10soldiers.com/advertising</loc>
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    <lastmod>2019-01-25</lastmod>
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      <image:title>Advertising</image:title>
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      <image:title>Advertising</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/569578d41c1210431c9d341b/1548419582689-BOCBBEETLRRMD4W6ZQL1/eddie-scarymary.png</image:loc>
      <image:title>Advertising</image:title>
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    <lastmod>2018-07-29</lastmod>
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    <lastmod>2017-01-04</lastmod>
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    <lastmod>2017-02-13</lastmod>
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    <lastmod>2025-05-09</lastmod>
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