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APLA 2015 Sponsors Tatts Lotteries and APLA/WLA would like to acknowledge the support of the major sponsors of APLA 2015.

Business Program Highlights



Day One of the Seminar will focus on all things digital including the latest in digital distribution for lotteries, branding for a digital future, adapting sales and marketing to the changing face of social media, content marketing and more.

Day One Keynote Speakers:

Day One

Robbie Cooke CEO & MD – Tatts Group Limited

TOPIC: The Digital Future for Lotteries including branding for a digital future

Robbie Cooke

Robbie will be joined for a “Triple Keynote” session by senior representatives of Google and Facebook exploring the digital future for society and lotteries.

Robbie is uniquely placed to lead this high powered session, as the previous MD of, Australia’s largest online accommodation and travel website, recently acquired by Expedia.

Robbie commenced as CEO and MD of Tatts Group in January 2013 and has initiated significant digital transformations for Tatts Group’s wagering and lotteries businesses, supported by a major re-branding exercise.


Adam Franklin – Bluewire Media

TOPIC: The Truth about Content Marketing for Business

Adam Franklin

Adam is an entrepreneur, business owner and marketer who lives and breathes social media, content marketing and inbound marketing. He is one of Australia’s leading business bloggers and a popular media contributor.

Adam spoke at the APLA regional conference in 2012 on the topic “The Truth about Social Media”. At this year’s Seminar, he will fast forward to 2015 and present “The Truth about Content Marketing for Business”.

As an added bonus, each Seminar delegate will receive a signed copy of the book co-authored by Adam – Web Marketing that Works.


Day One Panel Sessions:

The keynote addresses will be complemented by two panel sessions highlighting best practice examples from APLA and WLA member lotteries on the following topics:-

  • What’s New in Digital Distribution for Lotteries
  • Adapting Sales & Marketing to the Changing Face of Social Media


Bonus APLA Case Writing Workshop:

TOPIC: Development of Best Practice Case Studies by APLA Members

As recently announced, APLA will be developing a Case Library of Good Practice Case Studies. This Case Library will be built from the contribution of APLA members, illustrating practical methods and techniques which have produced positive results in harmony with the values of the organisation and stakeholder expectations.

To kick-start this program, on day one of the Seminar, a case writing workshop will be conducted under the guidance of Dr Phillip Zerrillo from the Singapore Management University. APLA members are encouraged to attend this workshop, where up to two (2) representatives from each APLA member lottery attending the case writing workshop will be eligible for a US$100 incentive credit per delegate for future APLA events. Similarly, for the APLA Associate members, up to two (2) representatives attending the workshop will be eligible for a US$50 incentive credit per delegate for future APLA events.



Day Two of the Seminar recognises the ongoing importance of traditional land based distribution for lotteries as well as the latest trends in customer engagement, whilst ensuring the highest levels of operating standards and integrity are maintained. Key supply partners to the industry will add their valuable perspective to building closer and more valuable customer connections.

Day Two Keynote Speakers:

Phil McDonald – Group Managing Director Young and Rubicam Group

TOPIC: Latest Trends of Retail around the World

Phil McDonald

Phil has over 20 years of experience in advertising and marketing. In addition to his role as Group MD Young and Rubicam Group, Phil is the National Managing Director of Ideaworks in Australia.

Ideaworks is a specialist retail and shopper marketing agency offering clients access to retail strategy, shopper marketing, brand activation and retail environment design services among others.

Phil will take delegates on an insightful journey around the world to explore the latest trends in retailing.


Dr Phillip Zerrillo – Executive Director, Centre for Management Practice and Professor of Marketing Practice, Singapore Management University

TOPIC: Opportunities of Managing a Multi-Channel Distribution Network

Dr Phillip Zerrillo

Dr Zerrillo began his academic career at the University of Texas in Austin. He has written and taught extensively in areas of distribution channels, brand management and strategy.

In addition to his research and teaching interests, Dr Zerrillo has consulted to companies and professional services firms around the world in areas such as high tech industries, packaged goods and consumer products among others.

He is very well qualified to present on the opportunities of managing a multi-channel distribution network.


Day Two Panel Sessions:

Supporting panels on day two will continue the theme of customer connection, presented by experienced lottery and supply-side speakers from the Asia Pacific Region and beyond. The panel topics include:-

  • Connecting with Lottery Players at Retail
  • Building Customer Connection – Pathways to Success
  • Big Data and Lotteries – Leveraging for the Future


WLA Working Lunch and Workshop:

Security and integrity of lottery operations is key to the trust which players, governments and other stakeholders place in the entities licensed or authorised to conduct games of chance.

This workshop, which will be led by the Chair of the WLA Security and Risk Management Committee, Thierry Pujol, will cover three elements of importance to APLA and WLA member lotteries:-

  • Update on WLA SCS:2012 (Security Control Standard) including upgrade to ISO27001 : 2013
  • Preparing and managing the WLA SCS certification process
  • Panel discussion – the experience of APLA members who have achieved SCS certification



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