Marketing communications company Core is investing €7.5m this year in a complete restructure of the business and a relocation to a 24,000 sq ft. custom-built office at 1 Windmill Lane (1WML) in Dublin Docklands.
The company, previously known as Core Media, said the investment follows an extensive strategic review which resulted in the development of a five-year plan.
Core employs 310 people and, until recently, operated as a group of nine separate companies.
But to facilitate its enhanced collaboration, the business has been transformed into one company of nine practices - Core Creative, Core Data, Core Investment, Core Media (consisting of four teams branded Mediaworks, Spark Foundry, Starcom and Zenith), Core Recruitment, Core Research, Core Sponsorship, Core Strategy and Core Learning.
Alan Cox, CEO of Core, said the future of the advertising and marketing sector is about collaboration.
"For the last 30 years, the advertising industry has been obsessed with specialisation, necessitating clients to hire a number of different agencies to produce one marketing campaign," Mr Cox said.
But he said that working in silos stifles creativity and results, no matter how talented the individual teams are.
"Research has consistently shown that collaboration produces better results. Bringing people together from different disciplines to work on a problem produces a higher level of creativity and innovation," he added.
