Enterprise marketers juggling fragmented channels and shrinking margins just got a new pitch: stop planning on last quarter’s dashboards.

RAD Intel has spun out RAD Amplify as a standalone managed-services company, formalizing what had been a fast-growing arm serving Fortune 1000 brands and global agency networks. The new entity will operate as a dedicated enterprise team powered by RAD Intel’s real-time intelligence platform, promising sharper audience targeting, smarter creator matching, and measurable campaign outcomes.

The move reflects a broader shift in marketing tech. As generative AI floods the content supply chain, the bottleneck is no longer asset production—it’s signal clarity. Enterprise teams are under pressure to prove ROI in environments where audiences evolve daily and performance gaps get expensive fast.

A Managed Layer on Top of Real-Time Intelligence

RAD Amplify combines creator strategy, audience intelligence, and media performance into a single service offering. Under the hood, it draws on RAD Intel’s real-time view of online micro-communities—the smaller, often fast-moving digital clusters shaping cultural demand.

Instead of relying solely on historical reports or static dashboards, RAD Amplify claims to offer post-level insights into how audiences are actually engaging in the moment. That intelligence is then translated into messaging guidance, influencer partnerships, and media allocation decisions.

For senior marketing leaders, the promise is less guesswork and more disciplined execution—fewer wasted cycles and repeatable performance tied directly to business metrics.

Jeremy Barnett, CEO and co-founder of RAD Intel, framed the launch as a response to enterprise demand for precision. Marketing teams, he said, are being asked to deliver stronger performance with less tolerance for error. Spinning out RAD Amplify creates a focused operational arm to ensure intelligence converts into measurable outcomes.

Leadership Built for Scale

To lead the standalone entity, RAD Intel appointed industry veteran Rick Song as CEO of RAD Amplify. Song brings more than 25 years of experience across digital media and advertising, with executive roles at Nielsen, Rocket Fuel, iHeartMedia, and Microsoft. Most recently, he served as President of Brand Innovators Strategy Group, where he worked closely with RAD and saw its platform embedded in enterprise marketing organizations.

Song argues the competitive advantage now lies in acting on real-time audience insight—not simply collecting it. In a landscape where cultural shifts can unfold post by post, waiting for quarterly reporting cycles can mean missing the moment entirely.

Emily Duban steps into the role of President of RAD Amplify, overseeing enterprise expansion. Duban previously led revenue and delivery across RAD Intel’s largest global brand activations and agency relationships. Her remit now: scale the managed-services model while maintaining execution rigor across multi-market campaigns.

Agencies Want a Faster Feedback Loop

The agency community appears to be a key audience. Erin Lanuti, Principal at Vecrin and former Chief Innovation Officer at Omnicom PR Group, highlighted a persistent industry gap: decisions made on static dashboards often lag real audience behavior.

RAD Amplify’s approach attempts to close that gap by surfacing real-time, post-level intelligence before campaigns go live. In theory, that allows agencies and brands to adjust creative direction, creator selection, and distribution strategies proactively rather than retroactively.

Why This Matters for MarTech

The standalone launch signals more than corporate restructuring. It underscores a broader MarTech evolution toward intelligence-as-a-service layered on top of AI-driven data platforms.

As influencer marketing budgets grow and creator ecosystems fragment across TikTok, YouTube, Instagram, and emerging channels, matching the right creator to the right micro-community becomes both more complex and more critical. Add tightening media budgets and executive scrutiny, and the appetite for measurable, accountable performance grows sharper.

RAD Amplify is positioning itself at that intersection—where cultural intelligence, creator economics, and enterprise accountability meet.

The real test will be whether real-time intelligence translates into sustained ROI at scale. But in an industry increasingly wary of lagging indicators, betting on immediacy may be the smartest play of all.

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