Social purpose: Oxygen for your brand health vitals
If trust is the new currency, then we’re in deep trouble. Here's why.
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.
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
If trust is the new currency, then we’re in deep trouble. Here's why.
Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?
Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
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