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Core Media Ramps up Data Offering to Clients

Brendan Bourke

Core Media is to invest €250,000 in the creation of a new data offering for its clients and the group has appointed Brendan Bourke to the newly created role of Chief Data Officer.

Bourke is currently a director of Core’s digital agency, Radical, where he has been instrumental in the development of digital across the Core Media group of agencies which includes Starcom, MediaVest, Clear Blue Water, Radical and Mediaworks. Prior to joining Radical in 2012 he held a number of senior digital marketing positions in Ireland and the Middle East for companies such as Emirates Airlines and Ferrari while he also worked as digital marketing manager for Aer Lingus. As the data agenda within companies continues to gather, big brands are looking to it as a potential engine for growth and agencies are responding to this challenge.

According to Justin Cullen, digital director of Core Media and managing director of Radical, the group recognised this a number of years ago and have been employing a range of data solutions for their clients across competitive analysis, consumer behaviour, data visualisation, attribution modelling and econometrics. He says that such initiatives have delivered significant results for its clients in terms of return on media investment, and have been recognised at industry level through awards at the Marketing Society Research Excellence Awards in 2013 and more recently at this years’ Media Awards.

“This is a really exciting time for our industry, and our business. The last decade of development within the digital sector has been a pre-cursor for how data will transform the media industry. Everything connected is where all this is going, and everything connected will be good for business, if structured correctly. This investment and Brendan’s appointment is one the most significant developments within Core Media in recent years and I am really excited about it,” he says pointing out that over the next 12 months, the agency’s data division will employ up to five staff.

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