Sally Cowdry Camelot

Sally Cowdry


Consumer and retail director

Cowdry, who joined Camelot in 2013 as consumer and marketing director, assumed overall responsibility for the brand’s retail channel in August and now has the expanded role of consumer and retail director.

In July, Camelot had rolled out its new brand identity, with the National Lottery ‘crossed fingers’ motif at the heart of every game logo.

It aims to raise consumer awareness of the full range of games it offers. Cowdry also worked on the #pleasenotthem ad campaign, where celebrities send themselves up, presenting their post-Lottery windfall plans, while viewers are encouraged to buy a ticket to ensure they don’t win.

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Read Sally's Power 100 Voices column: A story with real emotional power makes for content with the ring of truth, writes Sally Cowdry, Camelot's marketing and consumer director, as part of the Power 100 Voices series.