Independent retail media and marketing agency HYPER has announced the acquisition of experiential and field marketing business The Generalist Promo, marking its first strategic acquisition since separating from Waitapu Group in 2024.
The move significantly deepens HYPER’s offering for FMCG brands, retailers and media agencies, enhancing its ability to influence purchase behaviour directly in-store and across high-footfall environments nationwide, while unlocking new sources of real-world shopper data and insights.
HYPER CEO Ben Partington said 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 acquisition, The Generalist Promo brand will be sunset and transition to HYPER Activate, a dedicated activation and field marketing unit within HYPER’s already industry-leading service ecosystem.
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, and 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, said joining HYPER creates new opportunities for both existing clients and the team.
“We’re absolutely delighted to be joining HYPER,” said Lilley.
“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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