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 CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in