Camelot names Santander’s Keith Moor CMO

Keith Moor is joining Camelot at a “pivotal time” for The National Lottery in its 25th anniversary year.


Camelot has appointed Santander’s UK chief marketing officer, Keith Moor, as its new CMO.

Starting in September, Moor will head up all areas of The National Lottery’s marketing and player communications, including responsibility for the brand’s relationship with its agency Adam&Eve/DDB. He will report directly to Camelot CEO Nigel Railton.

While he still “loves” the Santander brand after 25 years spent in the business, Moor explains that some opportunities are “too exciting and inspiring” to pass up.

“The National Lottery is an amazing brand. It’s done amazing things for the UK and I want to help it tell its story more,” he tells Marketing Week.

“It’s as simple as that. There’s so much to tell people. It’s an amazing brand and I’m very privileged to get the opportunity to steward it.”

Moor explains that he brings to the role an understanding of how to help people in a organisation be the best they can be, as well as experience of building the story of a business and creating a purpose-led view of the future, centred on the customer.

He joins Camelot at a “pivotal time” for the business and an important time for the marketing function in particular, says Railton, as the company looks to better connect The National Lottery’s purpose with play in the lottery’s 25th anniversary year.

“We’ve made some good progress, for example, with the launch of our ‘Amazing Starts Here’ brand strategy and our return to prime time 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,” Railton adds.

Moor welcomes The National Lottery’s decision to move in a more “brand-led direction” by communicating what the lottery does for good causes in the UK, rather than simply focusing on game-play, which he believes indicates a “brand up for telling stories”.

While he is keen not to forget The National Lottery has a “fantastic” core product people have been playing for 25 years, Moor believes it is crucial to try new things, such as with the launch of the new Set for Life game in March.

READ MORE: Camelot targets millennials with new game it hopes will ‘unlock’ a different part of people’s brains

“I think it’s important to try new things and attract different types of people in to understand how to play and what they’re playing for, not just to win but to do some good for the communities they live in. That is also part of the journey,” he adds.

Moor is leaving Santander after 25 years, having joined the bank in 1995 as group marketing manager and working his way up to a variety of roles including head of marketing communications and director of brand and communications.

Responsible for launching the Santander brand into the UK market, during his two decades at the company Moor is credited with leading on the strategy to make the business more purpose-led, driving cultural change, improving customer satisfaction and setting a clearer vision for the future.

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