Clemenger Group repositions Traffik and expands services

Clemenger Group activation agency Traffik has repositioned its business to incorporate sponsorship, planning, PR and social functions to its established experiential, digital, shopper marketing and staffing services.

The repositioning is encompassed by the agency’s new philosophy, ‘Everything Activation’, reflecting the need for activations outside of integrated campaigns to be the third pillar of marketing.

The reposition is in response to increased demand for an agency partner which houses the full suite of specialist services and works in tandem with creative and media agencies.

“We continue to have conversations with clients about the complexity borne from the volume of agencies working on their business which is what led to the complete restructuring of our agency,” explained CEO James Neale.

“We’ve been deliberate in rounding out our skillset and capability to support the belief that a three agency model – creative, media and now activation – is the most effective and efficient way forward for clients, and we’ve hired the right people and put in place the right tools and processes to achieve those goals.”

To build out the agency’s expanded service offering, Traffik has hired a number of new specialists, including head of shopper, Sam Fairley and head of sponsorship, Mark Edney.

Fairley joins from PharmaCare Laboratories where he brand manager. Previously Fairely was an account director at at IVE Group.

Edney is returning to Traffik after a year spent at the State Library of Victoria as commercial and partnerships manager. Edney was a freelance consultant for Traffik between 2018 and 2020, acting as a sponsorship director.

Additional hires include planner Eliza Millet, creative Elena Macdonald, account director Steph Sheen, and producer Aleks Corke.

“It’s fantastic to have Sam, Mark, Eliza, Elena, Steph and Aleks join the team at an exciting period of growth and development for the agency. We’re thrilled to have them on board as we offer a more complete and well-rounded service offering to market,” Neale said.

Traffik’s clients include Asahi, Lavazza, Myer, Diageo and Ikea.


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