All change at Ladbrokes Australia: Jarvis in for Burnett at CMO

rokes Australia CMO James Burnett has departed from the betting company, with Simon Jarvis appointed to replace him.

Jarvis took up the role having previously been general manager of marketing at Australis College, his preceding works also include a list of agencies such as BCM in Sydney and FCB London, as well as brands such as Hahn Super Dry, Saab and Coon.

Burnett joined the firm in 2013 when the business was still Gaming Investments. Following the acquisition by Ladbrokes, Burnett was tasked with introducing the new brand to the country’s punters.

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

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

Other schemes included the launch of Ladbrokes branded debit and visa card, alongside a cash-in facility launched with Blueshyft a technology payment start-up.