Indie media shop Paykel acquired by Active International

Pippa Chambers
By Pippa Chambers | 11 February 2019
Tony Paykel, Paykel Media

Long-standing independent media agency Paykel Media has been acquired by Active International.

Founded by Tony Paykel in 1999, the agency has offices in Sydney and Melbourne and counts clients such as real estate service provider Savills, New Zealand natural healthcare business Thompson’s, hearing aid company Blamey Saunders Hears, property firm Meares & Associates and more.

With a vision to be “the most trusted client-focused media agency in the country”, Sydney-based MD Paykel said being bought by Australia’s largest independent corporate trade and financial solution business will help growth and innovation.

The acquisition by Active International will see the agency join a global network of more than 500 staff operating across 14 countries.

The move follows ANZ digital commerce agency Overdose  being acquired by global network Together Group.

Banjo founder Andrew Varasdi  previously told AdNews he predicts the days of independents are numbered, saying that agencies must be part of a bigger group to thrive. However, other independents, such as The Royals and Apparent, have remained strong, with The Royals adapting to the modern market to remain successful.

“We’ll continue to deliver the same quality service that has seen us enjoy 20 years of success, but now with the added support of an independent network with global knowledge and resources,” Paykel says.

“We have always sought opportunities to accelerate our innovation, and with the backing of Active International, we’re in an even stronger position to continue delivering on this vision.”

Headquartered in the US, Active International was the first company to deliver corporate trading services in Australia, setting up its local operations in 1994.

Active International group managing director Cameron Swan says the acquisition is an exciting next step towards building out its capabilities, product and services further.

“Paykel has an excellent track record for delivering positive client outcomes, a strong client focus and quality of service making them a very desirable media agency to have as part of our business,” Swan says.

“Together we will build an even greater client-first culture to our strategic thinking and accelerate our growth.”

Swan said while initially it will be business as usual for both organisations, operating as separate entities, the plan is to work with the Paykel team to continue Active International's growth and development “as a broad communications business” in the years to come.

Paykel will continue to lead his team as MD.

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