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.

“I’m delighted to be joining Camelot and honoured that I will be playing a key role in looking after The National Lottery brand, which is so well-known and does so much for good causes across the UK,” he states.

“It sounds like the team have been doing a fantastic job of moving to a more brand-led approach and trying new things.”

Moor will report directly to Camelot CEO Nigel Railton. 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 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.

Moor is also responsible for launching the Santander brand into the UK market. During his two decades at the company he is credited with leading on the strategy to make Santander a more purpose-led business, driving cultural change, improved customer satisfaction and a clearer vision for the business.





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