After more than two decades leading experiential marketing agency Traffik, former CEO and Clemenger board member James Neale has unveiled Activation Union, an activation-led agency.
Sydney-based Activation Union rolls out with key business divisions of Live, Retail, Experiential and Loyalty, supported by Creative, Design and Tech.
In 2001, Neale founded Traffik, with founding client St George Bank and a roster that grew to include Diageo, Holden, P&G, Nickelodeon and Ikea; he served as national CEO for 21 years until his departure 12 months ago.
Neale said: “The activation space has traditionally been very transactional. We strongly believe we can change that through great creativity and, most importantly, accountability.
“I am excited to launch a new agency with some amazing skillsets and exceptional talent as we drive impact and interaction through incredible - and measurable - experiences in both the real and digital world. Our approach is reflected in our name - Activation Union brings together specialists and defined skills to deliver measurable experiences that ultimately lead to action and purchase.”
Activation Union’s entrepreneurial ownership structure sees managing partners take equity in the business on joining.
The agency launches with former Traffik national head of experiential production and Live events Joshua Anderson as managing partner of Live, an event consultancy and production arm delivering interactive and reactionary experiences.
Neale: “Our very different business structure enables true discipline ownership, ignites passion and drive from leaders directly invested in the business and most importantly encourages true entrepreneurial spirit.
"We’re launching with top class skill sets from day one. Not only does Josh bring a wealth of knowledge from a pure production perspective, but also the reputation as one of Australia’s best event consultants."
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