SBC News Voice of the Sports Betting Industry
Allwyn UK has confirmed the appointment of Steve Parkinson as the new Brand and Marketing Director of the National Lottery.
An expert in the strategic management and planning of mass-market brands, Parkinson joins Allwyn from multimedia publishing group Bauer Media.
During his time at Bauer, Parkinson oversaw campaigns and brand development projects for Kiss FM, Magic, Absolute Radio, and Planet Rock.
Of distinction, Parkinson holds extensive experience in leading post-acquisition integrations, in which Allwyn highlighted his work as the executive lead for Bauer’s national charity Cash for Kids.
As cited by Allwyn: “Steve’s appointment comes as Allwyn looks to evolve The National Lottery over the next decade.”
Parkinson’s appointment was welcomed by Allwyn Chief Commercial Officer, Lucy Buckley, who commented: “In Steve, we have appointed a proven marketing leader who has been integral to the development and growth of key media brands. We’re excited about what he can bring to Allwyn and The National Lottery, with his wealth of experience in senior marketing roles.”
“We’re hugely grateful to Ivor for everything he’s done for The National Lottery and would like to thank him for his enormous contribution. We’ll continue to benefit from his expertise right up until April as he hands over the reins to Steve – but he leaves The National Lottery’s brands in great shape.”
Concluding a two-year transition of duties, Allwyn will become the operating steward of the National Lottery in February 2024.
The transition saw Hearts & Science appointed as the new media planning/buying agency for the National Lottery, working with Leo Burnett and VCCP, who were selected as joint creative advertising accounts.
2024 will see the National Lottery launch new advertising campaigns, to showcase the new brand and vision “raising more money for good causes”. Parkinson commented: “I’m delighted to be joining Allwyn at such an important time as we approach the start of the fourth National Lottery licence period.”
“The National Lottery is a huge part of UK life and contributes so much to society through Good Causes funding – so to come on board at the very beginning of a new era, with a new operator, is incredibly exciting.”
