Lucas Cridland is Managing Director of MediaLink’s Hudson Bridge practice that provides technology-driven transformation advisory, with a focus on Hudson MX implementation. In this role, he supports MediaLink and Ascential companies and their clients with expertise that re-imagines how agencies can work, supported by technologies that empower agencies’ businesses and improve where people’s time and effort is deployed, ultimately delivering a better technology-led infrastructure that benefits both the individuals working in the industry and the businesses that work together across the media supply chain.
To deliver on this goal, he provides guidance on agency enterprise systems and their implementation, transition, and integration, as well as optimizing processes to accelerate companies’ operational speed, efficiency and efficacy. Central to this remit, Hudson Bridge and Lucas focus on scaling and onboarding clients to Hudson MX, an advertising technology business that provides media buying and media accounting solutions globally through a cloud-based SaaS platform, as agencies increasingly migrate to the platform as a modern alternative to legacy systems.
Lucas is a 25-year veteran of the industry, including seven years leading agencies’ global buying operations, and has worked in three of the world’s top four advertising markets–U.S., China and the U.K. With this experience, he brings expansive expertise on how to deliver enterprise solutions for agencies and clients against a backdrop of rapid industry evolution. He previously served as Chief Operating Officer, U.S. Media, Dentsu, where he was responsible for the operational infrastructure, technology platforms and working processes across the holding company’s media businesses. Prior, Lucas held other leadership positions within Dentsu, including President, Amplifi, U.S., and earlier in his career at Omnicom Media Group and Publicis Groupe.