Ladbrokes Australia CMO James Burnett has left the sports betting company, with Simon Jarvis appointed to replace him.
Jarvis had previous been general manager of marketing at Australis College before taking up the role with Ladbrokes. He previously worked for agencies including BCM in Sydney, BMF and Draft FCB London.
Burnett, who is taking a “short break” before looking for a new job, had been in the role for the past three years and was instrumental in launching the brand in Australia.
He joined the business when it was initially Gaming Investments, but was tasked with the Ladbrokes brand when the UK wager giant acquired Gaming Investment in September 2013.
The brand became well known for its use of a cockney accented voice-over in the Australian market.
“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”.
More recently, Burnett changed the voice of the brand to “quintessential Aussie” Garry Sweet, to grow market share in men aged over 35.
Last year, Ladbrokes came under fire after adverts from the betting company appeared on a kids' homework site.
“Ladbrokes takes very seriously our responsibility to ensure our advertising not only complies with all relevant regulations, but that it also is placed in digital environments which are age and subject-appropriate,” Burnett said at the time.
“We do this not as a matter of best placement for return on investment but we do this because it is the right thing to do.”
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