HYPER CEO Ben Partington acquires HYPER in a significant family management buyout

Ben Partington, CEO of HYPER New Zealand, has acquired all remaining shareholding in the business from prominent media collective Waitapu Group in a significant family management buyout (MBO).

Since its inception in 2010, HYPER has carved out a unique niche in the retail media and shopper marketing space. The company has celebrated milestones such as becoming one of the first companies in New Zealand to scale beyond 1000 digital screens in retail environments and pioneering access for non-endemic advertisers into these spaces.

Says Partington: “I’m proud to say that HYPER has grown into a serious player in the retail media and marketing space. Gaining full independence from a holding company group was an important step to reaffirm our commitment to our media agency and brand clients. Our vision is clear, as is our investment pathway, and we’re really excited to provide incremental utility to our clients in the near future. I wholeheartedly thank the Waitapu Group and my family for all their backing and support over the years.”

As the Waitapu Group focuses on developing modern advertising solutions leveraging AI, creative optimisation, and data, HYPER’s need for a different suite of specialised tools has led to a divergence in investment priorities between the two businesses.

Says Greg Partington, owner of Waitapu Group, shared his perspective on the transaction: “This acquisition signifies an important new chapter for both companies. I am immensely proud of Ben’s leadership, which has consistently driven the company forward. HYPER’s robust infrastructure and dedicated team are well-equipped to foster future growth. I am confident that HYPER will continue to set the standard in retail media and shopper marketing in New Zealand.”

The acquisition is expected to strengthen HYPER New Zealand’s market position by providing clients with an expanded range of premium advertising solutions and advanced analytics. This move is designed to elevate retail digital out-of-home (DOOH) industry capability, enhancing advertisers’ ability to connect with their audiences in more effective and dynamic ways in retail environments.