11.01.2024

by Mateusz Mazur

Allwyn UK Appoints Steve Parkinson as Brand and Marketing Director for National Lottery

Allwyn UK, the incoming operator of the National Lottery, has made a significant appointment by bringing on board Steve Parkinson as its new Brand and Marketing Director.

This move is part of Allwyn’s strategic preparation for the upcoming fourth National Lottery licence period.

Steve Parkinson’s Rich Background in Media and Marketing

Steve joins Allwyn from Bauer Media, where he held pivotal roles in marketing and business leadership, significantly contributing to the growth and brand development of notable stations like Kiss, Magic, and Absolute Radio. His experience spans across various domains, including strategic partnerships, events, and charity initiatives. This wealth of experience positions him as an ideal candidate to lead the National Lottery’s brand and marketing strategies.

Steve’s appointment coincides with the departure of Ivor Burns, the current incumbent, who plans to take a career break after a remarkable 14-year tenure with The National Lottery. Under Burns’ leadership, The National Lottery has seen the execution of highly effective integrated marketing campaigns and significant brand growth.

Comments from Allwyn Leadership

Lucy Buckley, Allwyn’s Chief Commercial Officer, expressed excitement about Steve’s appointment: “In Steve, we have a proven marketing leader… We’re excited about what he can bring to Allwyn and The National Lottery.”

She also acknowledged Burns’ contributions: “We’re hugely grateful to Ivor… We’ll continue to benefit from his expertise right up until April as he hands over the reins to Steve.”

Steve’s role will be crucial in evolving The National Lottery over the next decade. This vision includes growing The National Lottery responsibly, increasing its relevance, and introducing its range of games to new audiences. Key marketing and media agency appointments, such as Hearts & Science, Leo Burnett, and VCCP, will assist in this mission, ensuring a safe and responsible expansion of The National Lottery.

Our Comment on the Article

Steve Parkinson’s appointment at Allwyn UK as the Brand and Marketing Director for the National Lottery is a strategic move that aligns with the company’s vision for growth and innovation. His extensive background in media and marketing will be instrumental in steering The National Lottery through its next phase of development.

As Allwyn prepares to take the helm of the National Lottery, Parkinson’s leadership will be pivotal in enhancing the brand’s appeal and expanding its reach, ensuring a strong future for one of the UK’s most cherished institutions. This transition marks a new era for the National Lottery, one that promises to bring fresh perspectives and renewed energy to its operations.

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