NEW ZEALAND – Two of New Zealand’s most formidable independent agencies, Thompson Spencer and Reason, have announced a landmark merger, forming what is set to be one of the country’s largest and most influential independent agency groups.
After 15 years of success in their respective domains, the newly merged entity will operate under the Thompson Spencer Group banner, with both Reason and Thompson Spencer brands remaining active in the market. At the helm are co-CEOs Melanie Spencer and Tim Pointer, leading a new era of creativity and performance-driven marketing.
Thompson Spencer, co-founded by Wendy Thompson and Melanie Spencer, has carved out a reputation as a full-funnel creative and media powerhouse. With an impressive client portfolio including Bupa, Wattyl (AUS/NZ), Asahi, Honda, London City Airport, Mitre 10, Musashi, Seagrass Hospitality (Global), and Auckland Transport, the agency has consistently outperformed expectations, achieving 10x revenue growth and 6x net profit growth over the last five years. Their rapid expansion includes four strategic acquisitions: The Social Club (influencer marketing), Flying Tiger (Chinese social media), Magnesium (media and content production), and People of Influence (talent management).
Reason, founded by Tim Pointer and Matt Rowe, has established itself as a high-performance agency delivering data-driven, results-focused marketing strategies. The 2021 acquisition of Absolute Analytics reinforced its industry leading approach to insights and analytics. With a diverse client roster including Chubb Life Insurance, Briscoe’s & Rebel Sport, Woolworths, Tourism Holdings (THL), Caci Clinic, Hirepool, CANZ, DoorDash NZ & Australia, and Timely, Reason has built a reputation for driving exceptional outcomes across multiple industries.
The merger expands Thompson Spencer Groups’ capabilities, combining digitally-led and ATL
creative and media expertise with performance marketing to offer a fully integrated approach
focused on delivering measurable results and a full funnel service for brands looking to the
future.
“Most mergers happen when agencies need to consolidate to survive – this is the exact opposite with both businesses coming off the back of record-breaking years of growth despite the challenging economic environment,” says Melanie Spencer, co-founder and co-CEO of Thompson Spencer.
“This is a coming together of strengths,” says Wendy Thompson, co-founder of Thompson Spencer. “Clients no longer want their creative and media strategies sitting in silos. By merging with Reason, we’re creating an integrated powerhouse that blends world-class creativity with deep performance marketing expertise. We’re setting a new standard for what a modern, independent agency can deliver.”
The merger creates one of the largest independent agency groups in New Zealand, with a
combined team of 56 industry-leading experts. The group’s Auckland offices have merged while
Reason’s Wellington office remains, ensuring a continued presence in the capital.
Matt Rowe, co-founder of Reason, highlights the entrepreneurial energy behind the merger: “This is not just about scale – it’s about innovation. We’re four founders who have built our agencies from the ground up and we know what it takes to succeed. Together, we’re going to push the boundaries of what’s possible for our clients.”
Tim Pointer, co-founder & CEO of Reason, says: “The marketing landscape is evolving rapidly – AI, automation and data-led decision-making are transforming the way brands connect with consumers. By combining both agency’s expertise in performance, strategy and creative, we’re equipping our clients with the best tools to navigate this changing world.”
