Thompson Spencer and Reason merge to create a new independent powerhouse

Two of New Zealand’s top independent agencies, Thompson Spencer and Reason, have merged to form one of the country’s largest independent agency groups.

The new business, Thompson Spencer Group, will continue to operate under both the Thompson Spencer and Reason brands, with Melanie Spencer and Tim Pointer as co-CEOs.

Both agencies bring a strong track record, with Thompson Spencer excelling in full-funnel creative and media, and Reason leading in performance marketing. The merger expands their capabilities, offering brands an integrated approach across creative, media, and data-driven performance strategies.

Spencer said the merger wasn’t about survival but about accelerating growth.

“Most mergers happen out of necessity – this is the exact opposite,” she said. “Both agencies are thriving, and this move is about supercharging that momentum by bringing together two high-performing teams with a bold vision for the future.”

Wendy Thompson, co-founder of Thompson Spencer, said the shift reflects how brands now expect creative and media strategies to be fully integrated.

“Clients don’t want creative and media sitting in silos,” she said. “By merging with Reason, we’re creating an independent powerhouse that blends world-class creativity with deep performance marketing expertise.”

The merger creates a 56-strong team, with Thompson Spencer’s Auckland office merging with Reason, while Reason’s Wellington office will continue operating in the capital.

Matt Rowe, co-founder of Reason, said the merger was driven by an entrepreneurial mindset.

“This isn’t just about scale – it’s about innovation,” Rowe said. “We’re four founders who have built our agencies from the ground up. Together, we’re pushing the boundaries of what’s possible for our clients.”

Pointer added that as AI, automation, and data-led decision-making reshape marketing, the combined agency would help clients navigate this new landscape.

“This is just the beginning,” Spencer said. “We’re not merging to maintain the status quo – we’re here to challenge it.”