‘We’ve got the clout’: NZ-based Thompson Spencer opens up Aussie offices
One of New Zealand’s leading independent agencies Thompson Spencer has looked across the Tasman, establishing its first offices in Australia. Speaking exclusively to Mumbrella, co-CEOs Melanie Spencer and Tim Pointer explained why now felt like the right time.
The agency was launched 15 years ago in New Zealand by Wendy Thompson as Socialites, and was dedicated to social media marketing. Then in 2019 Melanie Spencer joined to evolve it into a full-funnel creative and media offering.
Over the years, it acquired four more specialist agencies across traditional and digital media, video production, and influencer and talent management, as well as a specialist Chinese marketing agency. Then in 2023, it rebranded to Thompson Spencer.
Finally, last month, it merged with performance media agency Reason to become a “full funnel, full noise” independent.
Pointer, who co-founded Reason with Matt Rowe, said he and Thompson found themselves growing at the same rate, and always had a strong connection to one another’s businesses. The decision to merge was in response to client demands, and it was a “match made in heaven”.
(L-R): Wendy Thompson, Matt Rowe, Melanie Spencer, Tim Pointer
As the merger settled in, the agency was looking to make its next big move. While Australian offices were on the cards for both agencies pre-merge, the pair both said it would have been too difficult without being able to offer everything across the marketing funnel to clients.
Now, however, they think Thompson Spencer has “the clout” and the drive to “make a difference”. It has named long-time staffers Olivia Thompson and Madison Travella as the leads for the Sydney and Melbourne offices.
“It was an absolute no brainer” to have them represent the agency, Spencer said.
Thompson Spencer already services clients in the Australian market, including Wattyl, Seagrass Hospitality Group, Chartered Accountants, and Door Dash. Now it is looking for more.
“We’ve really seen that there’s a gap in New Zealand, we think in Australia, and probably globally too, for an agency that is hungry. An agency that can move quickly, but one that has all of the services under one roof,” Pointer said. “And for us, now’s the time to be that agency, we’ve actually got something to say, we’ve got a point of difference.”
Pointer said that while agencies often dabble in other specialisms, indies can struggle to scale — but said that was not the case for Thompson Spencer.
“We work with clients like Door Dash, and to get those clients, you need that scale. We’ve got it,” he said.
The co-CEOs are confident about the launch, which Spencer said was because of their entrepreneurial spirit. She said: “As business people, you just know when the time is right.
“We’ve done our research, we’ve got our client base, but it’s also a gut feeling. We just believe in what we’re doing, and I think that’s the crux of it.”
Currently, the agency’s headcount across the Tasman sits around 50, with plans to grow.
Long-term, Thompson Spencer’s goal is to be one of Australia’s leading agencies.
“Our vision is to become the greatest modern indie agency in the world,” Spencer said. “It’s a crazy dream of ours, but all four founders have the same vision.”
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
agency
agency launch
Madison Travella
Matt Rowe
Melanie Spencer
New Zealand
Olivia Thompson
Thompson Spencer
Tim Pointer
Wendy Thompson
Have your say