Atomic 212 is diversifying its business and expanding into content and PR with the launch of The Firecracker Factory.
Barry O’Brien, Atomic 212 chairman, calls it a “creative media connections and ideation department” that will create “explosive ideas”.
Former AdNews online editor Dave Blight will head up the unit as content director. He had previously been working with Atomic. It will handle content marketing, public relations, social media strategy and management, promotions and experiential and be integrated with Atomic's existing business for clients. It will work alongside Atomic’s clients as well as have its own.
O’Brien says: “The origins of Atomic 212 are in search and performance media, which means that we are a digital agency first and that insights and measurement are at the core of everything we do. This ethos will apply to The Firecracker Factory as much as it does to the rest of the Atomic 212 Group.”
The Firecracker name was chosen because it is deliberately polarising, according to Blight, who adds that it has divided Atomic 212's staff with half admitting to loving it, and the other half hating it.
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