Arrivals & Departures: Senior management changes at Raydar 

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Clemenger Group NZ has unveiled senior management changes at the group’s leading shopper marketing agency, Raydar. CEO Darryl McClay will step down from his role on Friday 30 June, while managing director Troy Fuller will step into the ceo role effective the next day (Saturday 1 July).

The release informing M+AD of this development said McClay will be exploring other options outside of advertising – but apart from giving him a stirring salute, provided no other information about the reasons for his departure.

McClay has been at the helm of Raydar since its inception more than two decades ago. He started the agency with partner Ray Bolderston in 1995.

Raydar ran as a successful independent agency through to 2010 before being acquired by the Clemenger Group, and subsequently merging with Clemenger’s BTL agency Alphabet Soup.

‘Darryl led us to No 1’
Combined, the agency grew significantly and shifted its focus to shopper marketing. In 2015, Raydar merged with start-up agency Clemenger Shop to form the Shopper Marketing agency in NZ.

“Under Darryl’s leadership, we have seen Raydar grow to the point where they are now clearly New Zealand’s leading shopper marketing agency as well as a significant contributor to the group’s total offer,” said Clemenger Group ceo Jim Moser.

“Darryl has steered the ship through the acquisition by the Clemenger Group as well as two mergers [Alphabet Soup & Clemenger Shop] and has maintained his drive and enthusiasm throughout. He is truly one of the industry’s good-guys and will be sorely missed by the Raydar team and the group as a whole.”

“It was hard to step away from an agency I co-founded, but I’m excited to be exploring other options outside of advertising”

Raydar’s client list includes Frucor Beverages (22 years as a client), Pizza Hut (16 years), DB Breweries, Mercedes-Benz, Sanitarium, Pernod Ricard and Fonterra. Which illustrates, says Moser, the effect McClay has had on their business.

Darry McClay said: “I’m incredibly grateful to have worked alongside such a talented and committed team at Raydar, with passionate and smart clients, on some of the biggest and best brands in the market.

“It was always going to be hard to step away from an agency that I co-founded, but I’m genuinely excited to be exploring other options outside of advertising and looking forward to my next challenge.”

McClay will be succeeded by managing director Troy Fuller, who came into the agency as part of the merger with Clemenger Shop.

His experience with shopper and brand activation agencies across Auckland, Sydney and London has been an important part of Raydar’s continued growth in the last two years, Moser said.

‘Authentic and genuine’
Troy Fuller said: “I’ve worked really closely with Darryl for the last couple of years. He is one of the most authentic and genuine people I have ever met and I have learned a huge amount from him.

“While I am disappointed, he has decided it’s time to move in a different direction, I’m excited about the path Raydar is on, the success we’re having, and the great people I have around me.”

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