NZ indie Multiplied lands in Sydney, appoints Alex Edwards to spearhead expansion

Independent New Zealand creative agency Multiplied is entering the Australian market, opening a Sydney office and appointing Alex Edwards as partner to lead the operation. 

Founded by Tom Roydhouse, Aaron Taylor and Troy Fuller, Multiplied has built its presence in New Zealand across creative, retail, CX and shopper marketing. The move to Australia marks the agency’s first international expansion since launching in 2021.

Aaron Taylor, partner at Multiplied New Zealand, framed the Australian expansion as a natural next step.

“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.” 

Edwards joins with more than 25 years of agency experience, having held senior roles at The General Store, Momentum Worldwide, The Works, Clemenger BBDO and Ogilvy. His background spans brand communications, shopper marketing and retail experience, with a focus on driving behavioural change and measurable commercial outcomes. 

“There’s a real appetite in Australia for partners who don’t just talk about creativity but prove its impact,” he said.