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!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in