Raydar CEO Darryl McClay to step down

Darryl McClay, longtime CEO of shopper marketing agency Raydar, will be leaving the agency at the end of June. Managing director Troy Fuller has been announced as his replacement.

McClay has been at the helm of Raydar since 1995 when he established the agency with partner Ray Bolderston. In 2010, Raydar was acquired by the Clemenger Group, subsequently merging with Clemenger’s BTL agency, Alphabet Soup, which saw the agency grow significantly and shift its focus to shopper marketing. In 2015, Raydar underwent a second merger with start-up agency Clemenger Shop.

“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,” says Clemenger Group CEO Jim Moser.

“Darryl has steered the ship through the acquisition by the Clemenger Group as well as two merges 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.”

Raydar’s client list over the years includes Frucor Beverages, Pizza Hut, DB Breweries, Mercedes-Benz, Sanitarium, Pernod Ricard and Fonterra. Clients such as Frucor Beverages (22 years) and Pizza Hut (16 years) are long time clients of the agency, which Clemenger Group says illustrates the effect McClay has had on its business.

Commenting on his departure, McClay says: “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.”

Replacing McClay will be managing director Troy Fuller, who will assume the role of CEO from 1 July.

Troy Fuller

Fuller came into the agency as part of the merge with Clemenger Shop back in 2015 and brings with him experience in shopper and brand activation agencies across Auckland, Sydney and London.

“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,” says Fuller.

“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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