AUCKLAND, Today: HYPER has made its first strategic acquisition since becoming independent in 2024, snapping up experiential and field marketing business The Generalist Promo.
The move expands HYPER’s capability for FMCG brands, retailers and media agencies, strengthening instore influence nationwide while opening up new real-world shopper data and insight opportunities.
HYPER CEO Ben Partington says the acquisition is a major milestone for the business.
“This is our first strategic acquisition since becoming fully independent in 2024, and one that meaningfully strengthens our offering for both retail partners and FMCG clients.
“We’re excited to welcome our new team into HYPER as we continue to build our endtoend retail focused proposition.”
“We’re absolutely delighted to be joining HYPER. HYPER’s scale, reach, creative capability and retail relationships will add immediate value to our clients and enable us to deliver bigger, smarter and more impactful activation programmes.” – Linda Lilley, General Manager of The Generalist Promo
As part of the deal, The Generalist Promo brand will be retired and transition into HYPER Activate, a dedicated activation and field marketing unit within HYPER.
HYPER Activate will deliver instore and outdoor sampling, brand activations, events, merchandising, specialist media installations and custom builds, helping brands connect with shoppers at key purchase moments.
The new division also allows HYPER to manage multiple FMCG activities centrally, unlock new retail media models, and help media agencies extend campaigns beyond paid media into physical retail spaces.
General Manager of The Generalist Promo Linda Lilley says joining HYPER creates new opportunities for clients and the team.
“We’re absolutely delighted to be joining HYPER,” said Lilley. “HYPER’s scale, reach, creative capability and retail relationships will add immediate value to our clients and enable us to deliver bigger, smarter and more impactful activation programmes.
“We’re certainly excited about the transition.”
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