Hype & Dexter Rebrands as Avidly APAC After 2023 Acquisition
Australian HubSpot agency completes integration into Finland's Avidly Group, gaining access to 300+ specialists globally while maintaining local leadership.
Australian marketing agency Hype & Dexter has rebranded as Avidly APAC in the first quarter of 2026, marking the final integration step following its December 2023 acquisition by Finland-based Avidly Group.
Leadership and Teams Remain Intact
The rebrand maintains complete operational continuity across Australia and New Zealand. Ryan Watkins continues as CEO of Avidly APAC, with all leadership and client-facing teams staying in their current roles.
Avidly APAC confirmed that existing projects will proceed without interruption during the transition. Clients will work with the same local contacts they've dealt with previously. The company emphasized this approach to prevent relationship disruption during corporate restructuring.
"Avidly stands out as a leader in the HubSpot partner space," Watkins said. "Partnering with the largest partner allows us to service markets in the US and Europe."
The agency specializes in HubSpot-related services, including customer relationship management software, marketing automation, system integrations, and digital experience solutions. Hype & Dexter earned HubSpot's APAC Partner of the Year award four times before the acquisition.
Access to Global Resources
The rebrand connects the Australian and New Zealand operations to Avidly Group's network of more than 300 specialists across Europe, North America, and Asia-Pacific. This integration provides local teams access to shared frameworks and expertise developed across multiple international markets.
Mission Media
Watkins explained the strategic rationale: "Hype & Dexter was built on the belief that technology should drive real business outcomes, not just implementations. Becoming Avidly APAC allows us to take that further."
The move positions Avidly as the world's largest HubSpot agency following the acquisition. Jesse Maula, CEO of Avidly Group, noted at the time of purchase that "Hype & Dexter's products are highly complementary, creating a powerful new company to better serve customers."
Avidly APAC targets organizations running large programs across customer-facing teams and those seeking to connect different systems and data sources. The company said the shift reflects regional demand for platforms that connect data with customer operations.
APAC Rebrand Trends Prioritize Stability
The approach mirrors broader patterns in Asia-Pacific professional services rebrands. Acclime's rebranding of Australian firm Bedford similarly preserved operational continuity while integrating an 80-year legacy business into a larger network.
The consulting sector's projected growth to $9.15 trillion by 2033 underscores increasing demand for firms that can balance scalability with local market trust. Avidly's strategy combines its 300-plus specialist network with Hype & Dexter's established regional reputation.
Watkins highlighted evolving client expectations: "Our clients don't just need software. They need clarity, alignment, and execution." The rebrand strengthens the company's approach from initial strategy through delivery and ongoing optimization.
The firm plans further investment in innovation, education, and delivery capacity to meet demand for connected customer relationship management and digital transformation services. Financial details, specific staffing changes, and ownership structure modifications were not disclosed.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
