Hyper acquires The Generalist Promo to launch new experiential arm

Independent retail media and marketing agency Hyper has acquired experiential and field marketing business The Generalist Promo.

This marks Hyper’s first strategic acquisition since separating from Waitapu Group in 2024.

The move deepens the agency’s offering for FMCG brands, retailers and media agencies, enhancing its ability to influence purchase behavior directly in‑store and across high‑footfall environments nationwide.

It also unlocks new sources of real‑world shopper data and insights.

A major milestone

Hyper CEO Ben Partington says the acquisition represents 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 end‑to‑end retail focused proposition.”

As part of the deal, The Generalist Promo brand will be sunset and transition to Hyper Activate, a dedicated activation and field marketing unit within Hyper’s existing service ecosystem.

A suite of services

Hyper Activate will deliver a comprehensive suite of services including in‑store and outdoor sampling, brand activations, events and expos, product merchandising, specialist media installations and custom builds, enabling clients to engage shoppers at key moments along the path to purchase.

The new division will allow Hyper to:

• Centrally manage multiple FMCG brand activities from a single hub
• Expand its retail media offering through new commercial models
• Provide media agencies with a seamless pathway to extend campaigns beyond traditional paid media into physical retail environments and other high‑value locations

General manager of The Generalist Promo Linda Lilley says joining Hyper creates new opportunities for both existing clients and the team.

“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. We’re certainly excited about the transition.”

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