Ladbrokes Australia names new CMO as James Burnett moves to new pastures

Simon Jarvis

Simon Jarvis: new Ladbrokes’ CMO

Betting giant Ladbrokes has named a new chief marketing officer with former Australis College CMO Simon Jarvis joining the company to replace the outgoing James Burnett.

Jarvis helped build the Australis brand into one of the fastest growing registered training organisations in Australia and has also worked in Automotive, FMCG and sports marketing.

Brands Jarvis has been involved with include Hahn Super Dry, Saab, Coon, Dare Iced Coffee and Telstra.

James Burnett

Outgoing CMO James Burnett

Burnett leaves the role at Labrokes after three years, having joined when the business was Gaming Investments.

Following the acquisition of the company by Ladbrokes in 2013, Burnett was tasked with introducing the brand to Australian punters, with a particular focus on luring men over 35.

Ladbrokes framed its marketing around a cockney personality with early success, before drafting in the voice of actor Gary Sweet more recently.

The drive has seen the business to grow to become the third largest sports betting company in Australia.

“The decision to use (cockney actor) Jamie Kristian was polarising but the results proved it to be correct,” Burnett said.

“He gave us a unique voice in a cluttered market and the target audience, men 18 to 35 loved him and the ‘Lock, Stock’ style of ads we produced.”

During Burnett’s tenure the company also rolled out the Ladbrokes card in a world and category first.

Simon Canning


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