Atomic 212° has launched a new division called The Firecracker Factory, which has been dubbed by Atomic 212° chairman Barry O’Brien as a “creative media connections and ideation department”.

Its services include content marketing, public relations, social media strategy and management, promotions and experiential.

The division will be headed by Atomic 212° staffer David Blight, who has been promoted from the position of content director to manage the agency’s new brand. 

“We’ve actually been developing these services with clients in some way or another since the launch of Atomic 212°, but with the rollout of The Firecracker Factory we will ramp up considerably in this area,” Blight said.

“In today’s fluid media landscape, Atomic 212° understands that the boundaries between content, social media, PR and digital marketing are becoming increasingly ill-defined. The glue that ties them together is imaginative storytelling. This is the space we want to own.”

The Firecracker Factory will work closely with the broader Atomic 212° Group, to ensure a fully integrated approach for clients.

According to Atomic 212° chairman Barry O’Brien, “The origins of Atomic 212° are in search and performance media, which means that we are a digital agency first and that insights and measurement are at the core of everything we do. This ethos will apply to The Firecracker Factory as much as it does to the rest of the Atomic 212° Group.”

On the appointment of Blight to head up the division, O’Brien said, “I couldn’t think of anyone better to lead The Firecracker Factory. David is young, energetic and incredibly bright. What’s more, his editorial background means he brings a unique storytelling approach to marketing.”

Blight will oversee a team that includes editorial specialists, experienced PR practitioners, social media gurus and a promotional expert.

The Firecracker Factory has been working with several Atomic 212° clients under the radar since 2015, and is also working with clients specific to the division. These will be revealed in due course.

On the division’s name, O’Brien said, “It’s simple – we will be producing a bucket load of explosive ideas.”

Meanwhile, Blight said, “Barry wanted a name that was fun, exciting, a bit crazy and somewhat polarising. We did a vote around the office: half the people loved it; half the people hated it. That was it. We had our name.”

The launch follows a period of significant successes for Atomic 212°. The agency was recently named Campaign’s Independent Agency of the Year across Australia and New Zealand, while also winning gongs for Digital Agency of the Year, Emerging Agency of the Year and Media Agency of the Year.