NZ indie agency Multiplied enters Australia

February 16, 2026 11:09

Alex Edwards is Multiplied's latest team member

Kiwi independent creative agency Multiplied has opened an office in Sydney, appointing long-time advertising executive Alex Edwards to lead its operations.

Founded in Auckland in 2021, Multiplied is run by agency partners Troy Fuller, Tom Roydhouse and Aaron Taylor, and counts clients including Auckland Airport, Goodman Fielder, Vinarchy, Pernod Ricard and Heineken.

In a media release, Taylor said the decision to expand into Australia was prompted by client demand and discussions with potential partners. The agency has already secured its first client in the FMCG sector.

“We’ve spent years proving that creativity and commercial success can, and should, go hand in hand,” he said.

“We have seen a positive response from our clients in New Zealand, and judging by our talks, Australia’s marketers are craving the same. So, we’re bringing our brand of creative thinking across the Tasman, same impact, slightly warmer weather.”

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Edwards, meanwhile, has more than 25 years of industry experience, having filled senior positions at numerous agencies.

Most recently, he was the retail media director at in-store media solutions business Mood Media. Prior to that, he spent more than three years at The General Store, where he was its client service director and operations director.

Edwards was also the managing partner of Momentum Worldwide from October 2017 to the end of 2020, and served as a creative project leader at The Works, which has since been folded into Capgemini’s experience and reinvention partner Frog.

Speaking to Mumbrella, Edwards said he joined Multiplied because of the way the indie agency operates and a shared worldview.

“Today’s marketers need real assurance around investing their precious budgets in the most effective way,” Edwards said.

“I consider myself very lucky to have worked in a variety of agencies across a spectrum of disciplines, but they’ve generally operated in the same way – some senior person is pushing a given approach via nothing more than confident articulation thinly backed by purported category experience. Marketers need more than that.

“Lord knows the world needs another agency like a hole in the head, but Multiplied’s commercially-driven approach is what sets it apart and makes it a tremendously exciting proposition to be a part of.”