Tony Paykel steps down as managing director of Paykel Media, becomes head of agency partnerships

Tony Paykel is stepping down as managing director of Paykel Media, the independent media agency he founded in 1999. Effective from 1 April, Paykel will become head of agency partnerships to focus on ‘Paykel Transact’, a product aimed at attracting a “strong client following over the life of the agency”.

Last year, the agency was acquired by Active International Australia. The transaction saw Paykel Media, which has offices in Sydney and Melbourne, join a global network of more than 500 staff across 14 countries.

Paykel is stepping down as managing director but staying within the business

“Since Paykel’s inception, 21 years ago, Tony has been the driving force behind the growth of the business, and we have witnessed that success with loyal staff and long-lasting client relationships,” said group managing director of Active International and Paykel Media, Cameron Swan.

“Tony’s decision to step away from the leading role will allow him to focus on parts of the business he is super passionate about. I’m thrilled that Tony is staying with the business and will continue to add enormous value.

“We both look forward to the next chapter for Paykel as we seek to find a new managing director to continue to lead the business to new heights.”

Paykel said it was “not an easy decision”, but was nonetheless the right one.

“After 21 years of building this business, I am in a position to hand over the reins of the leading role and allow myself time to focus on a different part of the business that I’m extremely passionate about and recognise the enormous opportunity for growth,” he said.

“The new role will allow me the flexibility and opportunity to do what I love most and I’m excited with what’s to come.”

Paykel Media has also promoted Caroline Doran from general manager of the Sydney office to a national chief operating officer role. She will be responsible for growing the agency nationally.

Doran steps up within the agency to COO

“Caroline’s commercial and operational skills make her the perfect candidate for the COO role which is integral to the business. I am very excited for Caroline and I am certain her expertise and strategic focus will lead the agency to new success and growth in the future,” Swan said.

Doran added of her new role: “I’m excited to be taking on this new challenge. Following eight years at Paykel Media, I am extremely passionate about the business and what we stand for.

“It is advantageous knowing we have the support of Cameron and Active International which gives us the financial confidence to expand on our media agency offering, grow our team and invest in talent to boost revenue. We are client-focused by nature and our approach is extremely compelling. Paykel Media is ‘turning the page’ to add even greater value to clients.”


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