WEALTH March 12, 2026 0 Comments

How MediaPLUS’s Core Optimisation Victory Over Tesco Is Quietly Reshaping Dublin’s Business Landscape—And What It Means for Your Next Move

Ever wonder what it takes for a digital marketing agency to leap from regional success to nationwide powerhouse? Well, Shannon-based Core Optimisation is doing just that—this week, they’ve thrown open the doors to a swanky new Dublin office at 23 Lower Baggot Street, signaling a major growth spurt. Founded in 2015, this savvy agency, now 60-strong, isn’t just expanding its footprint; it’s stepping up as Tesco Ireland’s go-to digital partner, handling everything from campaign strategy to SEO like seasoned pros. With a roster boasting over 80 marquee clients and a recent PR acquisition tucked under their belt, Core Optimisation is clearly charting a course for national and international dominance. Curious how an agency stays ahead in the ever-shifting media landscape? Hang tight, because this week’s MediaPLUS has got all the inside scoops on media moves, marketing masterstrokes, and much more. LEARN MORE

MediaPLUS is your weekly update on all that matters in media and marketing

Shannon-based digital marketing agency Core Optimisation has opened a new Dublin office as it expands its national presence and begins work as digital agency partner to Tesco Ireland.

The company’s new base at 23 Lower Baggot Street marks a significant milestone for the agency, which was founded in 2015 and now employs 60 people.

The expansion comes as Core Optimisation takes on a major new brief with Tesco Ireland, providing services including campaign strategy and management, digital media buying, insight and analytics, paid search and social, and SEO.

Headquartered in Shannon, Co Clare, the agency has grown its client portfolio to more than 80 brands. Current clients include Fáilte Ireland, Tirlán, WaterWipes, Kilkenny Design, Aryzta, Powercut Clothing, ZAGG and Imagine Broadband.

The move to Dublin reflects continued growth for the business both in Ireland and internationally. The group has also expanded its communications offering through the recent acquisition of PR agency ClearStory International.

“Opening our new office at 23 Baggot Street is an important step in the evolution of Core Optimisation,” said Caroline Dunlea, co-founder and CEO of Core Optimisation.

“It allows us to strengthen our footprint in Dublin, attract top-tier talent and better support the growing needs of our national and international clients.”

Claire Byrne (left) and Declan O’Rourke.

Aviva sponsors Claire Byrne Show

Aviva Insurance Ireland DAC has been announced as the title sponsor of The Claire Byrne Show on Newstalk.

Media Central and Core Sponsorship brokered the 12-month deal, which also includes in-programme sponsor stings, digital display advertising, weekly promotions, and co-branded presence on out of home advertising and on Newstalk.com.

Byrne took over as host of Newstalk’s flagship mid-morning current affairs programme from Pat Kenny in February after leaving RTÉ late last year.

Declan O’Rourke, CEO of Aviva Insurance Ireland DAC, said: “Aviva is delighted to continue our partnership with Newstalk by sponsoring the ‘The Claire Byrne Show’.

“Claire is one of Ireland’s most popular and respected broadcasters.  We wish Claire well and look forward to deepening our connection with her listeners across the country.”

back row l-r) Kate O’Callaghan, Shane Doyle, Shane O’Brien and Rob Murray; (front row l-r) Ann Sheridan, Caitriona Ní Laoire and Gráinne Kehoe.

Core Creative announces new senior management team

Core Creative, the creative practice of marketing communications group Core, has announced a new senior management team as its seeks to drive its next phase of business group.

Led by managing director Caitriona Ní Laoire, the senior management team brings together decades of top-tier agency experience across the creative, operations and client leadership.

Rob Murray and Shane O’Brien have been appointed as creative partners and will lead the development of brand strategies and creative platforms to ensure ideas are both expertly crafted and built to deliver measurable impact for clients.

Formerly creative director at Core, Murray has extensive experience in creative storytelling and brand building.

Since joining the agency, he has led some of Core’s most memorable campaigns, including the launch of Sky Mobile in Ireland featuring Roy Keane, Sky’s sponsorship of the Irish Men’s and Women’s National Teams, and the award-winning ‘Outbelieve’ campaign.

He has also been involved in campaigns such as AIB’s ‘The Toughest’, Lidl’s ‘Level the Playing Field’, and Lyons’ ‘Put the Talk into Tea’. Prior to joining Core, he was creative director at BBDO Dublin and Rothco, and art director at Grey.

O’Brien is a multi-award-winning creative director, copywriter, and screenwriter, with a distinguished advertising career that includes roles such as executive creative director at BBDO, creative director at Rothco, creative director at Guns or Knives, senior copywriter at Rothco, and copywriter at Irish International BBDO.

He also has a diverse creative background in comedy for stage, television, and film, with credits across RTÉ 2, BBC 3, Channel 4, and multiple feature films.

Together, their work has been celebrated globally, earning accolades at Cannes Lions, D&AD, The One Show, Clio Awards, Eurobest, London International Awards, EPICA Awards, Kinsale Sharks, ICAD, Effies, Webbies, and the Lovies.

Ann Sheridan, head of creative operations, has been promoted to drive operational excellence across Core Creative, utilising smarter workflows, leveraging Core’s tools and technology, and ensuring greater consistency and efficiency.

Kate O’Callaghan has been promoted to creative business partner, working closely with the senior team to further build and strengthen the business, while Gráinne Kehoe has been named head of client service.

Tom Fitzpatrick, director at Springboard Communications.

Fitzpatrick joins Springboard Communications

Former Irish Examiner editor Tom Fitzpatrick has joined Springboard Communications as a director.

“After 20 years in journalism and the last decade spent editing titles, I wanted to try something new,” he wrote on LinkedIn.

“A chat with [Springboard MD] Susie Horgan opened the doors to a bigger career move than I had anticipated, where the ethos, culture, and clients of the business were too good a fit to turn down.

“I’ve been good PR’d and bad PR’d in the last 20 years. I’m happy to be working in the good camp. Springboard is B Corp-certified B Lab Ireland and that means we think carefully about who to work with and how to carry out that work.”

Fitzpatrick spent nearly six years as editor of the Examiner before leaving the newspaper in September, prior to which he served as editor of Construction News in London.

During his career, he has also worked as a reporter for The Irish Post and the Evening Echo.

(Pic: Getty Images)

UK rejects social media ban for under-16s

The UK has rejected a proposed ban on social media for children under the age of 16.

MPs in the House of Commons voted 307-173 against changing the Children’s Wellbeing and Schools Bill to prohibited under-16s from using social media platforms.

If it had been passed, the UK science secretary could could “restrict or ban children of certain ages from accessing social media services and chatbots”.

They could also limit children’s VPN use, restrict access to addictive features and change the age of digital consent in the UK.

John Nash, the Conservative peer who brought forward the amendment, said the result was “deeply disappointing” and pledged to do “all that we can” to revive it in the House of Lords.

In January, Australia introduced the world’s first social media ban for under-16s.

Photo: (l-r) Ger Hayden, Director of Digital, Caroline Dunlea, Co-Founder and CEO, and David Brett, Co-Founder and COO. (Pic: Supplied)