HYPER supercharges creative firepower snaring Creative Director Paul Bayley from Superbold

Independent retail advertising agency HYPER has announced the appointment of Paul Bayley as Creative Director, a move designed to further bolster its creative leadership and amplify impact for some of New Zealand’s largest FMCG brands and retailers.

Bayley joins from agency Superbold, following a successful tenure and a long-standing career at Energi Advertising. With deep expertise in FMCG and retail marketing, he has led creative campaigns for industry heavyweights such as Coca-Cola, Lion, Musashi and many more.

Kylie Stafford, Head of Creative Agency at HYPER, says Bayley’s appointment is a strategic addition to an already high-performing creative team: “Paul’s appointment underscores our commitment to producing field-leading creative work in the FMCG and retail sector,” says Stafford.. “His deep knowledge, experience and excitement for our industry is unmatched, and we can’t wait to introduce him to our clients and get him working on some great briefs.”

Bayley brings with him a proven track record of crafting compelling campaigns that connect with shoppers and drive results in complex retail environments a perfect fit for HYPER’s integrated model that blends strategy, creative, retail media, technology, and field execution.

“I’ve long admired the team at HYPER, the quality of the work, the innovation and integration is unlike anything available in New Zealand,” says Bayley. “It’s really exciting to be here and I can’t wait to get stuck into the work.”

With exclusive access to cutting-edge AI creative analytics, deep production capability, and a national media and field marketing footprint, HYPER is uniquely positioned to help brands win at the point of purchase. Bayley’s arrival further strengthens its ability to deliver on that promise.