EDGE Appoints New Group Managing Editor

EDGE Appoints New Group Managing Editor
Dave Cain
By Dave Cain



After a seven year stint as head of digital at Endemol, Lulu Wilkinson has joined content marketing agency Edge as group managing editor overseeing storytelling for a number of high profile clients including Optus, Suncorp, Bupa and AAMI.

Previously, Wilkinson was responsible for TV properties including Big Brother, Offspring, Legally Brown and Gallipoli, leading creative development and interactive experiences and driving shareability and brand sentiment. Under her watch, Big Brother became the most buzzed entertainment topic on Facebook with over 800,000 fans, with the bigbrother.com.au site receiving  upwards of 67 million page views over its 11 week run.

In the past, Wilkinson edited Chik magazine before working as a freelance journalist developing stories for Cosmopolitan, Frankie and Cleo; interviewing celebrities including Matt Damon, Britney Spears, Dave Grohl and Naomi Watts.

Richard Parker, Edge strategy director said: “Edge is a content marketing agency that blends journalism and communications strategy to challenge the way traditional media engages with real people.

“Content is revolutionising the way we communicate and Edge is driving that revolution. To stay ahead of the curve we continue to invest in market experts with a breadth of experience and skills.”

Wilkinson 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.

Wilkinson said: “I was instantly attracted to Edge because of their vision for what content can do for brands and their enthusiasm to do it boldly and differently. I have a passion for content that resonates and stimulates organic reach and believe there is an ever increasing demand from consumers to provide quality content experiences.

“Over the past five years we have seen a massive shift in the way people have consumed content – they are consuming what they want, when they want it, via the medium they want. That ability to filter content has meant brands can no longer interrupt, they must join the conversation, providing relevant, engaging and motivating content.”




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