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Camelot Group | Company Profile, Marketing Contacts, Media Spend, Brands

Camelot Group headquartered in Watford England are the operators of the UK National Lottery. The lottery consists of various draw-based and instant play games.

Main Telephone 01923 425 000
Main Fax 01923 425 200
Primary Address
Tolpits Lane
Watford, Hertfordshire WD18 9RN

Camelot Group Contacts

Contacts (5/20)
Name Title City
Nigel R. Group Chief Financial Officer & Strategy Director Hertfordshire
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 01923 425 000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Tolpits Lane
Watford, Hertfordshire
WD18 9RN

Dawn A. Chief Executive Officer - Big Lottery Fund London
Matt O. Vice President & Head, Brands & Marketing Hertfordshire
Liz P. Controller, Player Services & Partnerships London
Ben H. Director, Engagement - Big Lottery Fund London

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Big Lottery Fund *
Camelot Group *******
National Lottery *

Agency Relationships

Brand Agency Service From To
*** ******* **** ****** Media Buying, Media Planning 2014 present
******* ***** ****** Media Buying, Media Planning 2014 present
******* ***** ****** **** ******* **** Creative unknown present
******** ******* ****** Media Buying, Media Planning 2014 present

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Camelot revamps marketing functions as deep-rooted sales director exits

Subject: Lottery, Digital, Sponsorship, Mobile, Social Media, Display, Video.

Company: Camelot UK Lotteries Ltd and its licensee The National Lottery, Good Causes.

Opportunity: As longtime sales director for Camelot UK Lotteries, Duncan Malyon, crosses the pond to become SVP of North America for the company’s international business, the UK marketing and sales team is doing a little dance to make up for the loss.

This puts Sally Cowdry in charge of the retail channel, moving from marketing and consumer director to consumer and retail director this week. At the same time, James Pearson becomes head of retail channel, reporting to Ms Cowdry and changing roles from head of national accounts. This follows the April hire of Patrick McDill, founder and marketing director of Marketing Ammo Ltd, as digital partnership manager of Camelot.

These changes combine Camelot UK’s retail, marketing and consumer functions in order ” to take full advantage of the synergy between brand communications, retail activation and in-store execution – helping us to build an even stronger retail channel in the years ahead,” said Andy Duncan, Camelot's CEO, who was appointed in October. 

Camelot has already stressed the importance of enhancing its digital scope and recently refreshed its brand identity in April, putting the iconic National Lottery ‘crossed fingers' – recognised by 95% of the UK adult population – at the heart of every game logo. They also hoped to find a consumer PR agency to assist in the promotion of its Brand Ambassador network, which acts to engage young people and encourage their involvement in these projects using social media and increase an awareness of the important work of the Lottery.

Ms Malyon has led growth in National Lottery retail sales by at least 30% over the last six years, while lottery ticket sales rose to £7.3 billion according to Camelot’s latest full-year results posted in April. These record ticket sales were driven by a surge in consumer smartphone and tablet sales, as mobile sales increased 60% year-on-year and now account for 36% of all sales. Retail remains the largest generator of sales, but now they are seeing record sales accruing from interactive and subscription sources as well.

Digital Breakdown: Moat UK reports that The National Lottery brand has run 16 standard display, 169 high impact and 6 video ads in the last year. These ads ran with 487 publishers, only 1% of which were mobile even though 19% of their creatives were made for mobile, and 56% of the ads ran directly through the publisher.

The highest daily activity on desktop took place at the end of December on lifestyle, portal and magazine publishers, while mobile activity peaked in late April on travel publishers such as and Video activity was at its highest daily peaks in March and April on entertainment publishers. Otherwise, ads have been fairy spread out with lower daily activity on publishers. shows 4 additional standard and 4 high impact acts in activity in the last year with 143 publishers, 4% of them running directly.  Daily desktop ads for were high on Movies, Local paper, Lifestyle, Video, Magazine and Media publishers last summer and this March.

Media Spend: Camelot Group spent 27% less on total measured media in 2014 (£32.3m) than in 2013. Highest spend by far was in TV, followed by Press, Radio and Outdoor media.

Agency Roster: Proximity London and Flourish have handled direct and digital CRM after being appointed in 2007. 

Camelot UK Lotteries Ltd
Tolpits Lane, Watford, Hertfordshire, WD18 9RN, 01923 425 000

Mr Richard Bateson
Commercial Director & Senior Vice President, Sales & Marketing

Ms Sally Cowdry
Consumer and Retail Director (previously marketing and consumer director) 

Mr. Matt Osgood
Head, Brands & Marketing & Vice President

Mr Max Lucas
Media Strategy Manager (leads media investment strategy of digital, social, broadcast and retail channels)

Mr Patrick McDill
Digital Partnership Manager

Vizeum UK
Regent’s Place, Sixth Floor, 10 Triton Street, London, NW1 3BF, England, 020 7379 9000

Mr Alex Gardner
Associate Director, Planning

Ms. Nusrath Hossain
Mobile & Digital Account Manager

Ms Claire Kent
Broadcast Account Director