Alex Edwards joins Multiplied to lead new Sydney operation

Independent creative agency Multiplied has expanded to Sydney, with Alex Edwards joining as partner to lead the operation.

Multiplied was founded in Aoteraoa New Zealand in 2021 by Tom Roydhouse, Aaron Taylor and Troy Fuller. They share a combined 50 years’ experience across Auckland, Sydney and London, leading agencies across a range of creative, retail, CX and shopper marketing disciplines. 

Since launching, Multiplied has built success by helping brands such as Heineken, Pernod Ricard, Kiwi Property, ANZCO, Vinarchy, Goodman Fielder and Auckland Airport to grow awareness, shape perceptions and drive action. 

Bring creativity across the Tasman

Following client demand and discussions with prospective clients, Multiplied is making its first expansion to Australia.

Aaron Taylor, partner at Multiplied New Zealand, says: “We’ve spent years proving that creativity and commercial success can, and should, go hand in hand.

“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.”

Make a real commercial difference

Leading the Sydney office is Alex Edwards, who has more than 25 years of experience in helping brands push boundaries, create demand and deliver commercial success.

Edwards has held senior roles at The General Store, Momentum Worldwide, The Works, Clemenger BBDO and Ogilvy, shaping brand communications, shopper marketing and retail experiences. His expertise lies in influencing customer behaviour and turning ideas into measurable growth.

Edwards says: “Multiplied isn’t just another creative agency, it’s built for brands that refuse to stand still. There’s a real appetite in Australia for partners who don’t just talk about creativity but prove its impact. I’m excited to bring this thinking to Sydney and work with ambitious brands that want to make a real commercial difference.”

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