Keith Moor, CMO at National Lottery operator Camelot, has been named the 2021 Marketing Week Masters Marketer of the Year.
Moor was selected from a shortlist of the highest rated marketers in the Marketing Week Top 100, sponsored by Salesforce.
He was up against some tough competition but rose to the top thanks to his stellar work repositioning The National Lottery as a force for good, which led to the jury of some of the UK’s most prominent marketing voices crowning him the winner.
Camelot has been building a very clear story about how the money it generates through ticket sales supports local communities. Rather than it all being about personal gain, Moor shifted the focus to the fact players are contributing to society and good causes by buying a ticket. Under his watch marketing investment increased and advertising also shifted from being solely focused on shorter-term, product-based activity to building a narrative that clearly linked playing The National Lottery to wider societal benefits.
This values-driven mission drummed up interest in players, despite increasingly fierce competition in the market and a particularly challenging year. Camelot reported a sales increase of 6% for the year to March 2021, with the amount raised for good causes hitting £1.9bn, £1.2bn of which went directly to Covid-19 support.
The brand revitalisation also led to The National Lottery achieving its highest ever brand score on YouGov’s BrandIndex in 2020. With a score of 8.1 last year, compared to 1.9 the year before, The National Lottery was the second most improved brand in terms of perception in the UK, behind only Netflix.
The work Moor has done in turning around The National Lottery, as well as his efforts to drive positive change in the industry through his work with ISBA, means he is a worthy winner of this much-coveted award.
“I really am very grateful for the award and feel very privileged to have earned it this year,” says Moor. “I’ve always privately wanted to win one of these awards, so it’s really nice to get some recognition for all the hard work I’ve put in. But also for the quality of the work, because it must be well recognised as being good, so it will be good for my team too.”
Russell Parsons, editor-in-chief of Marketing Week and the Festival of Marketing, adds: “One of Marketing Week’s objectives is to celebrate great practice, and in our Marketer of the Year we have someone worth championing. A highly effective marketing leader who has led a team that has revitalised The National Lottery brand, he is also a champion for positive change in the industry. A worthwhile winner of Marketer of the Year.”