Ladbrokes CMO departs after three-year stint

Wagering company appoints new marketing leaders following departure of inaugural Ladbrokes Australian CMO

Ladbrokes Australia’s inaugural chief marketing officer has quit the post after three years to pursue new opportunities.

James Burnett was appointed CMO by wagering startup, Gaming Investments, to grow its Bookmaker.com.au brand but was then put in charge of launching the Ladbrokes brand in Australia after the UK company acquired Gaming Investments in September 2013.

James Burnett
James Burnett


Burnett was formerly national marketing and sponsorship manager at Tabcorp, and also held sales and commercial development roles at Fairfax Media.

Ladbrokes has appointed Simon Jarvis as its new CMO, who joins from a GM of marketing role at Australia College.

In a statement, Burnett noted Ladbrokes’ rise to the third-largest sports betting company in Australia, growing turning to $1.5 billion in 2015 and acquiring more than 85,000 new depositing customers.

Burnett was also responsible for the launch of Ladbrokes’ ad campaign using a cockney voice, which he claimed has helped the betting agency dominate the male 18 to 35 year-old category.

“The decision to use [cockney actor] James Kristian was polarizing but the results proved it to be correct,” Burnett said. “He gave us a unique voice in a cluttered market and the target audience, mean 18 to 35, loved him and the ‘Lock, Stock’ style of ads we produced.”

Other key initiatives included launching the Ladbrokes branded debit and visa card, along with a cash-in facility launched with Sydney technology payments startup, Blueshfyt, which is now running across 1000 newsagents nationally.

Burnett said he’ll take some time off before looking into new opportunities.


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in