RAD Intel Launches Two New Businesses

Los Angeles-based marketing firm RAD Intel has launched a new business, Lickly, which promises mid-market brands access to an audience intelligence platform rivalling that of major corporates; and also spun out its RAD Amplify managed-services provider unit into a standalone company.

RAD Intel is an AI Marketing holding company providing a single source of go-to-market intelligence to support multiple operating businesses.


Lickly starts with target audiences; maps out the creators, micro-communities and content appropriate to them; and provides data and insights tracking demand as it forms, testing out messaging and adjusting campaigns mid-flight. The platform promises teams 'a live, audience-first view of the micro-communities driving attention, and a continuously refreshed read on which creators and messages are aligned as conversations shift.'

Jeremy Barnett, RAD Intel CEO, comments: 'Two quarters ago, someone ran a great deodorant campaign and everyone copied it. That's not strategy, that's lag. Lickly shows you what the same shopper is into now, what they're pairing with deodorant, what they're complaining about, and what they'll switch for, down to the micro-communities where taste forms. That level of detail is where real positioning comes from.'

Lickly is currently in limited beta with selected brands and agency partners, with broader rollout planned for later this year.


RAD Amplify has been operating as part of the parent company for several years, and will now make use of its real-time intelligence platform while standing on its own two feet. The new firm will bring together creator strategy, audience intelligence and media performance, to help clients make clearer decisions on messaging, creator partnerships, and content distribution.

Rick Song will serve as CEO of RAD Amplify, bringing twenty-five years of experience from firms including Nielsen, Rocket Fuel, iHeartMedia and Microsoft. Most recently, he served as President of Brand Innovators Strategy Group. Emily Duban will be the new company's President, having previously led revenue and delivery across RAD Intel's largest brand activations, including enterprise, global agency, and holding company relationships.

'Enterprise teams are being asked to deliver more performance with less room for error, and demand is already here,' says Barnett. 'With Rick and Emily leading the business, we have proven operators at the helm - Rick scaling high-growth companies with discipline, and Emily earning trust with global brands through delivery. Together, they'll lead go-to-market and ensure our intelligence translates into measurable, repeatable outcomes for enterprise teams.'

Web sites: www.radamplify.com , www.radintel.ai and www.lickly.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.