NZ Creative Agency Multiplied Opens Sydney Office
Auckland creative agency Multiplied launches Sydney office with veteran exec Alex Edwards as partner. Expansion signals growing independent agency momentum across trans-Tasman region.
Auckland-based independent creative agency Multiplied opened a Sydney office in December 2025, appointing veteran advertising executive Alex Edwards as partner to lead Australian operations. The move marks the agency's first international expansion since its 2021 founding by Troy Fuller, Tom Roydhouse, and Aaron Taylor.
The expansion was driven by existing client demand and discussions with potential Australian partners. Multiplied secured its first Australian client in the FMCG sector before officially launching the Sydney office.
Established Client Base Fuels Cross-Border Growth
Multiplied's New Zealand roster includes Auckland Airport, Goodman Fielder, Vinarchy, Pernod Ricard, Heineken, Kiwi Property, and ANZCO. The agency's three founders bring 50 years of combined experience across Auckland, Sydney, and London.
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"We've spent years proving that creativity and commercial success can, and should, go hand in hand," Aaron Taylor said in a media release. "Australia's marketers are craving the same. So, we're bringing our brand of creative thinking across the Tasman, same impact, slightly warmer weather."
Edwards brings over 25 years of advertising experience to the role. He most recently served as retail media director at Mood Media. His previous positions include three years as client service and operations director at The General Store and managing partner at Momentum Worldwide from October 2017 to 2020.
Independent Agencies Gaining Ground in Australian Market
Multiplied's expansion follows a broader trend of independent agency growth across the trans-Tasman region. Thomson Spencer became the fastest-growing independent agency across Australia and New Zealand in 2025, fueled by strategic purchases in production, social media, influencer marketing, and analytics capabilities.
HERO ranked as Australia's top independent creative agency in 2025 with Agency of the Year recognition and global wins at Cannes Lions and Spikes Asia. Special Group Sydney maintained an 86% client retention rate in 2025 through expanded services including PR, design, and production capabilities.
"Today's marketers need real assurance around investing their precious budgets in the most effective way," Edwards said. "Multiplied's commercially-driven approach is what sets it apart and makes it a tremendously exciting proposition to be a part of."
Market Conditions Support New Entrants
Australian creative agencies in 2025 prioritize innovation, diversified client portfolios, and technology adaptation as competitive advantages. The media buying sector experienced market contraction with negative 1% annual growth from 2020 to 2025 before projected recovery, creating opportunities for creative agencies to differentiate through integrated services.
New Zealand agencies have demonstrated competitive capabilities in Australian markets. Thompson Spencer won gold for Australia/New Zealand Social Media Agency of the Year and bronze for Influencer Marketing Agency of the Year at the Campaign Agency Awards.
Multiplied will need to operate in Australia for at least six months before becoming eligible for the Australia/New Zealand Agency Marketer Partnership of the Year award, which recognizes successful client collaborations delivering measurable results.
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