New role for Tony Paykel as Paykel Media makes strategic changes to make way for new managing director

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New role for Tony Paykel as Paykel Media makes strategic changes to make way for new managing director

Independent media agency Paykel Media is set to reform which will see Tony Paykel stepping down as managing director making way for a new managing director to take on the reins of Paykel Media and grow the independent into the future.


Effective April 1, Paykel (above) will undertake the responsibilities of head of agency partnerships to focus on the Paykel Transact offering – a product, that Tony has helped build, attracting a strong client following over the life of the agency and recognising the commercial opportunity to further develop the product.

Following its acquisition by Active International Australia in early 2019, Paykel Media has been undergoing a transformation working hard to build on its expertise, expand its services and grow extraordinary talent within the team.

Says Cameron Swan (below), group managing director Active International and Paykel Media: “Since Paykel’s inception, 21 years ago, Tony has been the driving force for the business growth, and we have witnessed that success with loyal staff and long-lasting client relationships. Tony’s decision to step away from the leading role allows 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.

New role for Tony Paykel as Paykel Media makes strategic changes to make way for new managing director

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

Says Tony Paykel: “It was not an easy decision. After 21 years of building this business, I am in a position to hand over the reins of the leading role and allow myself to focus on a different part of the business that I’m extremely passionate about and recognise the enormous opportunity for growth. 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.”

In line with the Paykel transformation, comes the promotion of Caroline Doran, current general manager Paykel Media Sydney, to a national role of chief operating officer of Paykel Media. The new role will see Doran undertake a national remit across the business designed to support the growth plans of the independent agency.

Says Doran: “I’m excited to be taking on this new challenge. Following 8 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 and 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.”

Says Swan: “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.”