Core Media, the largest media-buying agency in Ireland, has appointed Craig Farrell as the managing director of the Dublin-based ZenithOptimedia.

Mr Farrell joins ZenithOptimedia from media planning and buying agency Starcom, which is also part of the Core group.

ZenithOptimedia is a global media agency brand with 262 offices across 74 countries. Mr Farrell will head the Irish franchise, which since February has been run by Core Media. Since then Core has merged Clear Blue Water, another agency in the group, with ZenithOptimedia.

Mr Farrell will devise, oversee and implement media strategies for clients including Red Bull, Reckitt Benckiser, eOne Films, Peugeot, Disney and the IDA.

ZenithOptimedia is 100 per cent owned by global advertising giant Publicis Groupe, which holds 16 per cent of Core Media. The majority Irish-owned group also includes MediaVest, Mediaworks and Radical.

Mr Farrell began his career in Faulds Advertising in Edinburgh before moving to Ireland to take up positions in Carat Ireland and Mediaworks.