Tabcorp recruits marketing chief from Sportsbet

Australian operator Tabcorp has wooed Luke Waldren from rival Sportsbet to head its marketing drive following its $11bn (€7.1bn/US$8.3bn) merger with Tatts.

Waldren, who signed off on the controversial 'Putting the Roid in Android' campaign that was banned by Australia’s advertising regulator, will join Tabcorp as executive general manager of customers and marketing at the end of this month.

Waldren spent more than four years at Sportsbet and had previously worked as CEO of WPP-owned Grey and managing director of Ogilvy.

A Tabcorp spokesperson told marketing website B&T: “Luke will play a key role in helping the wagering and media business as it positions itself for growth in this new era, and delivers on its ambition to be loved by punters and embraced by partners.”

Launched in May 2017, Sportsbet’s 'Putting the Roid in Android' campaign featured disgraced former sprinter Ben Johnson and lookalikes of other sports cheats. It received more than 100 complaints before being banned by the Advertising Standards Board.

Tabcorp dispensed of its chief marketing officer role following its merger with Tatts earlier this year, with incumbent Megan Magill leaving the company. It set up three business units – Wagering and Media, Gaming Services, Lotteries and Keno – with their own dedicated marketing teams.

The company has also brought in former Australian Turf Club CEO Darren Pearce as EGM media and international and one-time Ladbrokes trading head Andy Wright as executive general manager of wagering.

Tabcorp, which completed its merger with Tatts in December, posted net profit of Aus$28.7m in the 12 months through to June 30, 2018, up from a $20.8m loss the previous year, with revenue rocketing by 71.4% to $3.829bn. 

As a result of the merger, Tabcorp plans to phase out the UBET brand and replace it with the TAB brand in late 2018 in Queensland, South Australia, Tasmania and the Northern Territory.