Future proofing the company
SPORTS BETTING
PRODUCT, PEOPLE AND CUSTOMERS: HOW KINDRED HAS DEFIED COVID CHALLENGES ELEN BARBER, CHIEF MARKETING OFFICER AT KINDRED GROUP, reflects on laying the foundations for its
success in 2020, the growing influence of digital channels in the media mix, and finding the ‘golden point’ for marketing spend which balances the need for efficiency with a more diversified approach to investment channels
SBC: Thank you for talking to us, Elen. As a company, Kindred has navigated the challenges of 2020 very well. What have you got right over the last 12 months? EB: I think 2020 was an interesting
experience for all of us. Over the last 12 months, we have learnt to adapt and learnt a lot of new skills and new ways of working - all of which are definitely worth retaining for the future.
When it comes to Kindred specifically, there were multiple factors which contributed to our success such as the diversity of our brand and product portfolio. The mantra of product, people and customers was unwavering throughout the pandemic and will continue to be. If you look at the other side, it is an enormous task to successfully maintain, develop and evolve the extensive product portfolio that we have, made even trickier when you overlay this with the complex regulatory framework in the emerging markets where we operate. 2020 gave us a completely different perspective on these challenges, because it gave
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