Lorna Jane marketer takes the reins at Entain
Mel Kenneday has stepped into one of the industry’s biggest marketing gigs, taking on the chief marketing officer role at sports betting conglomerate, Entain.
The former global head of brand at Lorna Jane stepped into the role this month, following the departure of James Burnett in September.
Burnett’s exit comes after almost five years in the CMO role, and close to a decade with the company, having also spent stints in chief marketing roles for Ladbrokes and Neds before his time as group CMO.
Burnett announced the news on LinkedIn last month.
“It’s almost unbelievable to think that the little start-up I joined in May 2013 at Chermside is now a ANZUS behemoth,” he wrote.
Kenneday takes steps into the newly vacated role after a 15-month stint at Lorna Jane, adding to a resume that includes five years in senior marketing roles at Hasbro, and more than 11 years at The Walt Disney Company.
Her new remit is likely to be a challenging one, with Entain having spent much of year in hot water thanks to the findings of the inquiry into online gambling, which may see the introduction of a gambling advertisement ban in as little as three years.
Having parted ways with creative agency The Monkeys in July, the gambling giant is still on the hunt for a new creative partner, following rumours that at least two main players invited to pitch had politely declined.
Entain’s media account is currently held by Atomic 212, after the indie firm successfully knocked out incumbent EssenceMediacom in one of the largest media pitches of 2022. The account is understood to be worth between $50-70 million in annual billings
Mumbrella has reached out to Entain for comment.
Worst client I think our agency has ever had
User ID not verified.
Have your say