Core Optimisation appoints Tom Salmon as non-executive director to lead UK division

Ireland’s fastest-growing independent agency has appointed the former Epiphany managing director as it expands its UK operation

Tom Salmon, non-executive director, Caroline Dunlea, founder and David Brett, founder, Core Optimisation: the company has developed a significant foothold in strategic digital consultancy over the past number of years

Core Optimisation, one of Ireland's fastest growing independent agencies has today announced details of Core Consults, a new division of the business that will be overseen in the UK by Tom Salmon, the former Epiphany managing director, who also takes up the role of non-executive director at Core Optimisation. Tom will be supported by experienced digital strategist John Jackson and a UK wide business development team.

Core Consults (part of Core Optimisation) connects clients to our experts in growth, channel, data, analytics and technology. Based on a digital maturity model that Core Optimisation has developed, our team of consultants collaborate with our clients to develop and implement their digital transformation strategy.

Core Optimisation was established in 2015 by Caroline Dunlea and David Brett and has now grown to a 43-strong person agency, advising on and implementing transformative digital strategies for a broad range of sectors. It has partnered with leading hospitality, retail, and finance clients in the UK market since the company was founded.

The launch of Core Consults signals the commitment to growing a stronger footprint outside of Core’s Irish base and comes on the back of a 400 per cent increase in turnover over the last 18 months and a 2.5x increase in staff numbers. The growth has been driven by offering strategic support to the C-Suite level, around targeted digital transformation and consulting projects. These client collaborations are then complemented by Core’s award-winning performance marketing teams across multiple digital channels.

Core Optimisation has developed a significant foothold in strategic digital consultancy over the past number of years. Foremost, they are currently managing the multimillion euro national digital transformation project for 1,300 plus visitor experiences and tourist attractions throughout Ireland for Failte Ireland.

Tom Salmon was managing director of the £12 million turnover Epiphany from 2015 to 2020 and was part of the management team that oversaw the acquisition of the agency by Jaywing in 2014. Epiphany was an innovator in performance marketing and digital product development and Tom led a team of 190 in London, Leeds and Sydney prior to the agency’s rebrand to Jaywing in 2020. He worked with clients including Savills, FirstDirect, Waterstones, Pets at Home, TKMaxx and Dixons Carphone.

Core Optimisation is based in Shannon, Co Clare, Ireland and was founded in 2015 by Caroline Dunlea and David Brett.