Brand focused Camelot appoints Keith Moor as new marketing lead

UK National Lottery operator Camelot Group has confirmed the inbound appointment of Keith Moor as new Chief Marketing Officer (CMO).

Moor is the current CMO of Santander UK and is expected to join Camelot’s executive leadership team from September 2019.

The executive will be tasked with leading marketing strategy and media planning for the National Lottery, including the responsibility of Camelot’s relationship with Adam&Eve/DDB – the firm’s retained advertising agency.

In its update, Camelot governance informs that Moor’s appointment will see the company continue to push National Lottery marketing in a ‘more ‘brand-led direction’.

Nigel Railton, Chief Executive of Camelot, hailed Moor’s time at Santander, in which he has delivered successful campaigns promoting cultural change, diversity and clear brand vision for consumers.

“Keith is joining Camelot at a pivotal time – as we celebrate the 25th year of The National Lottery,” he said. “It’s also an important time for our marketing function specifically, as we strive to continue to better connect The National Lottery’s purpose with play – to raise even more money for Good Causes.

“We’ve made some good progress – for example, with the launch of our ‘Amazing Starts Here’ brand strategy and our return to primetime Saturday night TV – and we’re looking forward to seeing how we can further build on this, with someone of Keith’s calibre leading the team.”

Moor added: “I’m delighted to be joining Camelot and am honoured that I will be playing a key role in looking after The National Lottery brand – which is so well-known and does so much for Good Causes across the UK. It sounds like the team have been doing a fantastic job of moving to a more brand-led approach and trying new things – and I can’t wait to get stuck in.”