Justin Cullen, Aisling Blake and Sarah McDevitt. Photo Credit: petermcdonagh.com
Justin Cullen, the current managing director of Radical, is to become Chief Digital Officer of Core Media while Aisling Blake will replace him as MD of the digital agency.
Cullen has been MD of Radical since 2010 and is one of the key driving forces in the Irish digital industry over the last 10 years.
In his new role he will continue to oversee the Radical business as well as working across all of Core Media’s other operating companies. These include MediaVest, Starcom, Mediaworks, Clear Blue Water, Engage and Ignite. He will also be involved in a range of new initiatives within the group such as the recently announced investment in Data and the development of a Sponsorship division.
Commenting on his appointment Cullen said “Over the last four years, in particular, we have seen massive growth in our digital footprint. I am extremely proud of what we have achieved in Radical and Core so far and I’m very excited about how this business will develop over the coming years. We are still only at the early stages of how digital is going to impact on the industry; everything is going to become even more connected, more agile, and more innovative. Digital now accounts for over 30% of our Group revenues, and it is our goal to get this to 50% by the end of 2016. I am confident that our structures and great people will help us reach this goal.” Core Media now has over 50 digital specialists working across the Group.
In recent years Radical’s business model has been shifting from a” centre of excellence” within the Core Media Group, to a stand-alone agency. While Cullen says that it will continue to provide services to the group agencies, it will also focus on developing its direct client base. “The new Radical business model is about fusing all the digital specialities together to create a proposition that is focused on problem solving through content and creative solutions to clients, underpinned by data and analytics insight.”
Cullen’s new appointment paves the way for a number of senior management changes including the promotion of Aisling Blake to the role of MD. She joined Radical as part of Core’s acquisition of Interactive Return in 2008 and has been a key member of the management team. She will take over the day to day operations of Radical over the coming months.
According to Aisling Blake, “we are building a very exciting future in Radical with an already dynamic, passionate and expert team of problem solvers. Sarah and myself relish the challenges that the future will bring, and with Justin and the wider Core Media team we will work with our clients, delivering solutions that are grounded in digital and technology, and ones that drive innovation.”
As part of the new management changes, Sarah McDevitt has also been appointed to the board of Radical. She joined the business in 2012 from Red Ant and has been a driving force in the development of the Radical digital media offering and the delivery of a number of group initiatives including CoreCast, the group’s bespoke VOD planning tool.
Radical’s offering spans digital media, search & analytics, social and creative Technology. It is currently investing in further resources across Social & Createch, and will shortly announce the appointment of its first creative director, according to Cullen. Next month it is opening an ‘innovation lab’ in its offices with the purpose of creating an environment for its teams to drive further innovation for clients.
An early example of this type of work, says Cullen, was evident last November when the Core offices became the first building in the world to grow a moustache for Movember (www.coremo.ie). The digital installation picked up a Silver award at last month’s ICADs. Radical also recently won Agency of the Year for the second year running at this year’s Social Media Awards.