Former Endemol head of digital Lulu Wilkinson joins Edge as group managing editor
Former head of digital at production house Endemol, Lulu Wilkinson, has joined content marketing agency Edge as group managing editor.
Wilkinson left Endemol in December with her departure from the production company flagged by Mumbrella last August, when head of development Nathan Gibbs also left the company.
She worked on the creative development and interactive experiences on several productions during her seven years at the company including Big Brother, Offspring, Legally Brown and Gallipoli, and will spearhead the Edge’s work with clients including Optus, Suncorp, Bupa and AAMI.
She said there has been a “massive shift” in the way people have consumed content over the past five years.
“They are consuming what they want, when they want, via the medium they want,” Wilkinson said. “That ability to filter content has meant brands can no longer interrupt, they must join the conversation, providing relevant, engaging and motivating content.”
Edge strategy director Richard Parker said: “Lulu personifies the Edge employee with the perfect blend of written and video creation and commercial acumen.”
“She knows what content people engage with and she has a sense for optimising the context in which to provide that information.”
An exciting addition to team Edge.
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Is this the same custom magazine publishing business called Edge in Manly?
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