Sportsbet marketer defects to rival Tabcorp

Pippa Chambers
By Pippa Chambers | 6 September 2018
Luke Waldren

Former Sportsbet general manager of marketing Luke Waldren is set to join rival gambling firm Tabcorp.

Waldren was at the betting business for 4.5 years, overseeing controversial ad campaigns such as 'Putting the Roid in Android', which was banned by the ad watchdog after garnering more than 100 complaints.

Waldren, who is said to be the driving force behind the notable ad campaigns, joins Tabcorp at the end of the month as executive general manager (EGM) of customer and marketing. His appointment follows the $11 billion merger of Tabcorp and Tatts, which is still underway.

His role is part of a new leadership team for 'wagering and media', which is one of three parts of the businesses. A spokesperson tells AdNews that Waldren will play a key role in helping the wagering and media business as it positions itself for growth in this new era.

Other EGMs appointed include former Australian Turf Club CEO Darren Pearce who becomes EGM media and international and former Ladbrokes trading director Andy Wright who becomes EGM wagering.

Sportsbet's controversial ad

Prior to Sportsbet, adman Waldren spent four years at WPP-owned Grey as CEO and was the managing director of Ogilvy between 2003-2007.

Suncorp head of brand marketing Tim Hernadi has taken over Waldren's role.

Sportsbet has been undergoing a wider business shuffle which saw its CMO Barni Evans promoted to CEO in January, replacing Cormac Barry, who left for Car Trawler.

Former GM of media, Mark Migliorini, was promoted to CMO with Amelia Lowndes taking his role.

“I am beyond excited to lead one of the most dynamic and hard-working marketing teams in Australia,” Migliorini tells AdNews.

According to media spend figures from Nielsen, between July 2017 and June 2018, Sportsbet was the ninth biggest ad spender in Australia, having increased its year-on-year spend by 24%.

Ubet has significantly increased its sponsorship of regional racing in Australia over the past year, as the company prepares for the brand to merge into the Tabcorp business. See: Ubet's big bet on regional racing sponsorship

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