Camelot’s Sally Cowdry is one of marketing’s shining knights. After just six months at the company, she oversaw the National Lottery’s biggest marketing campaign and relaunch. For Cowdry, this was a once-in-a-generation opportunity to reinvigorate interest in the game, which has since ballooned thanks to record jackpot prizes. She was previously at O2 for 13 years, building a brand with true differentiation in a commoditised market. She worked on the O2 venue launch and its first pay-monthly SIM-only scheme.