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About us

radico Int’l are Simon Mumford, Nick Maloney and Blair Sullivan, all of whom are director level, innovation-led media specialists, the three of them together bringing 70 years worth of radio experience to the table from the UK, Europe, Australia, New Zealand, Asia and the Middle East.

Simon and Nick met in Stuttgart, Germany, in 2005 whilst working for bigFM, soon seeing their operational similarities and mutual strategic understanding of the media industry they decided to join forces. Blair has been around world radio long enough to know Simon and Nick, so when discussing adding a research partner to radico Intl’s offerings, it was an easy decision to ask Blair to be the third musketeer.


Simon has experienced all aspects of a radio station’s programming life. He starts his radio career in 1986 as Morning Show DJ in rural Australia.

1994 sees a 10-year career begin with Australia’s leading radio network, Austereo (now Southern Cross Austereo) in Canberra in 1994 as PD at FM104.7. Two years later Simon moves to Perth to re-launch the iconic 96-FM with huge success (10+ ratings 4.6% to 14.6% in 8 months).

1997 sees a brief stint in Adelaide as PD of SA-FM before being transferred to Australia’s largest market, Sydney to work as APD, MD and PD of the legendary Triple M.

After seven successful years at Triple M it is time to begin a lifelong dream to consult radio stations, so Simon joins ESP in 2004. His journey then leads to the creation of his own company, Creative Strategy Consultancy Pty Ltd in 2008. The list of radio stations he has helped achieve ratings goals is long, to mention a few:

  • big FM Germany, 84 000 (average quarter hours) to 410 000
  • Galaxy Manchester, U.K. 12+ share from 5.6% to 7.2%
  • Star FM Bristol, U.K. 12+ share from 2.3% to 5.9%
  • One FM Bangkok, Thailand from a cume of 203 000 to 826 000
  • Hot FM Malaysia, becoming the Number 1 station in its under 35 target Delta FM Indonesia, increases cume from 180 000 to 845 000
  • The Rock in New Zealand, increasing 10+ share to be the Number 1 radio station with the Number 1 Breakfast Show

In 2014 Simon joint ventures with Nick Maloney to start up radico Int’l, specialising in Revenue Maximisation and Strategic Programming for media companies with a strong belief, that Sales and Programming can and should work closely together to make a radio station a strong and valuable brand in its given marketplace.


Nick starts his media career with Radio Hamburg (Hot AC) in 1992 as air talent and reporter.

1995 Nick signs a contract with one of Germany’s most recognised stations, 104.6 RTL Berlin (Hot AC). For over ten years in total he carries out various roles for RTL Berlin, hosting all day parts including Morning back-up and Creative Director.

A one-year intermezzo with 98 8 KISS FM in 1997 sees Nick take responsibility for turning an under performing urban black and dance radio station in Berlin around with an increase in ratings by 38,5% in one year.

The same year Nick starts up Nick Maloney Consulting, consulting to radio stations in Germany, Austria, Switzerland, focus being Programming, content-to-cash strategies, implementation of NTR drivers and on-going Coaching of on-air personalities.

In 2007 Nick signs up with Mediaworks New Zealand as PD for MORE FM Hamilton (rock- based AC). This 2-year fixed-term contract sees him turn around an under performing station in the Waikato market, taking it from 1.5 to 2.8% share, enabling the sales department to generate much needed revenue.

2010 sees Nick sign up with NRS Media in London as Account Director and Business Development Director, assisting media houses in Scandinavia, DACH, UK, CEE, Nordics, Ireland and the Middle East with the generation of incremental revenue, developing and implementing Advertiser Acquisition Solutions. Nick has also been responsible and accountable for the DACH regions’ operations, spearheading operations in German- speaking Europe, generating over 3.5 million EUR additional revenue for the media partners per annum.

Nick literally lives Sales Coaching, enabling the team to implement new methods and strategies, helping media houses generate additional revenue.

In addition to this, Nick lectures, writes and publishes.

In 2014 Nick joint ventures with Simon Mumford to start up radico Int’l, specialising in Revenue Maximisation and Strategic Programming for media companies.


For over 28 years Blair has worked with and for some of the biggest Radio and Television brands and groups across Australia, New Zealand, Asia and Europe in Programming, Strategy, Management, Branding and Research.

For the last 12 years alone he has honed his skills in researching radio brands and talent across Europe including Spain, Greece, the UK and Bulgaria as well as in Asia, including Indonesia, Malaysia, Thailand, China, Australia and New Zealand.

In Australia he has worked with Southern Cross Austereo, the home of iconic brands like FOX FM & MMM. With the Australian Radio Network (ARN), with the MIX (now KIIS) and Pure Gold Networks. He was also Group Programme Director of Queensland for the DMG Group, taking the HOT FM network to number 1 in multiple markets across the state.

In New Zealand, the stable of successful Radio Network music brands (now NZME), including ZM, Flava, The Hits, Coast and Radio Hauraki.

In Asia Blair has worked with Astro Radio Network and the Number one brands for their target, ERA, MY FM, Sinar, Hitz along with Lite, Melody and Mix FM.

He has also worked in the new and fast emerging media markets of Indonesia with Mahaka Media’s number 1, GEN FM, and JAK FM.

In China with MYFM and India with the Radio One Network.

In Europe with Spain’s Atresmedia, Europa FM and Greece with SBS Networks Lampsi and Village FM.

In the UK with GMG’s Smooth and Real Radio Networks.

In TV he has assisted Foxtel and their Music Brands Channel [V] and Max, Viacom’s MTV Australia and New Zealand.

In addition to this, Blair has guest lectured at Australia's leading Universities on Research Methodology, Marketing, Branding and Positioning for the last 12 years.