Ladbrokes CMO Fahy: I'll take us back to the top

Kristof Fahy says he intends to take Ladbrokes “back to number one” as the operator’s recently installed CMO continues to formulate his marketing strategy.

In an exclusive interview with eGaming Review, Fahy, who was previously CMO at rival William Hill, said he would utilise the full brand power of the Magic Sign and exploit the multi-channel opportunities afforded by its large retail estate.

“Ladbrokes is the oldest brand in the sector, it tracks consistently better than Hills in all the tracking I’d seen when I was on the blue team,” Fahy said. “Now I’m on the red team and it’s just a really great opportunity,” he added.

Fahy once again finds himself working alongside former William Hill Online COO Jim Mullen, who succeeded Richard Glynn as Ladbrokes CEO last April.

“Jim knows what I can do and he knows that I can galvanise the business and point it in one clear direction and then get it motoring – I think that’s ultimately the task,” Fahy said.

“I want to get Ladbrokes back to number one and I think that’s a very simple and clear objective from my point of view – that’s the mission,” he added.

Fahy, who was at William Hill for five years, officially began his role at Ladbrokes last month and said he was currently evaluating the long-term viability of the firm’s marketing, advertising and sponsorship activity.

However, he did say the operator was likely to persist with its ‘Ladbrokes Life’ theme for the foreseeable future, although would make a few tweaks to the presentation of the campaign.