Former Traffik CEO James Neale launches activation-led agency Activation Union

After more than two decades leading Australia’s first and largest experiential marketing agency Traffik, former CEO and Clemenger board member James Neale has launched Activation Union, an activation-led agency for a new era in measurable experience delivery.

Sydney-based Activation Union launches with key business divisions live, retail, experiential and loyalty, supported by creative, design and tech.

Says Neale: “The activation space has traditionally been very transactional. We strongly believe we can change that through great creativity and, most importantly, accountability.

“I am excited to launch a new agency with some amazing skillsets and exceptional talent as we drive impact and interaction through incredible – and measurable – experiences in both the real and digital world. Our approach is reflected in our name – Activation Union brings together specialists and defined skills to deliver measurable experiences that ultimately lead to action and purchase.”

Activation Union’s entrepreneurial ownership structure sees managing partners take equity in the business on joining. The agency launches with former Traffik national head of experiential production and live events Joshua Anderson as managing partner of Live, an event consultancy and production arm focused on delivering interactive and reactionary experiences with high-end execution and consistent quality outputs.

Says Neale: “Our very different business structure enables true discipline ownership, ignites passion and drive from leaders directly invested in the business and most importantly encourages true entrepreneurial spirit. We’re launching with top class skill sets from day one. Not only does Josh bring a wealth of knowledge from a pure production perspective, but also the reputation as one of Australia’s best event consultants.”

More senior appointments will be announced in due course.

Neale was Traffik’s founder and national CEO for 21 years until his departure 12 months ago. He began his career working in media planning and buying in the UK before starting an events and sponsorship business with clients such as Time Magazine. After returning to Australia to work on the Sydney 2000 Olympics, he was approached by Clemenger to set up and run the group’s sponsorship and event company, MM Communications Sydney office.

In 2001, he launched Australia’s first experiential based agency, Traffik, with founding client St George Bank, and a roster that grew to include Diageo, Holden, P&G, Nickelodeon, and Ikea to name a few, and built a national footprint with offices in five capital cities. He grew the 100 per cent Clemenger Group-owned business to become Australia’s most awarded activation agency, with accolades including two appearances in BRW Top 100 Companies to Work For.

As a member of the Clemenger Group board from 2014 to 2022, Neale helped deliver numerous projects including establishing the Diversity and Inclusion committee.

Activation Union can be contacted via hi@activationunion.com.au or activationunion.com.au.