Hype & Dexter rebrands to Avidly APAC in ANZ shift

Hype & Dexter has rebranded as Avidly APAC as it aligns more closely with Avidly Group's global operations across Australia and New Zealand.

The agency said the name change connects its regional business more directly with Avidly Group, which works as a HubSpot Solutions Partner. The firm positions the move as a step in its growth in the Australia and New Zealand market.

Avidly APAC said it will keep the same leadership and delivery teams. It also said clients will continue to work with the same local staff and contacts.

Ryan Watkins will continue as Chief Executive Officer of Avidly APAC.

Avidly APAC described its work as focused on HubSpot-related services. It cited CRM, marketing automation, integrations, and digital experience solutions among its areas of delivery.

Watkins said the rebrand marks a change in how the company presents itself in the market.

"This is an important evolution for our business and our clients," said Ryan Watkins, CEO of Avidly APAC.

Watkins said the business had established a view on how companies should use technology in transformation projects.

"Hype & Dexter was built on the belief that technology should drive real business outcomes, not just implementations. Becoming Avidly APAC allows us to take that further; giving our clients access to global expertise while keeping the same local team, relationships, and commitment to results. It's about scale without losing what made us successful in the first place," said Watkins.

Group alignment

Avidly APAC framed the shift as more than a change of brand. It said the updated identity reflects a broader focus on connected customer experiences. It pointed to unified approaches across CRM, data, marketing, sales and service.

The company said the transition gives it access to a larger pool of specialists within the wider group. It also pointed to shared frameworks and methodologies that it said have been developed across multiple international markets.

Avidly APAC said it will offer expanded services across CRM enablement, marketing automation, data integration and digital solutions. It also said it will draw on approaches shaped by work across Europe, North America and Asia-Pacific.

The business said it expects the shift to appeal to organisations running large programmes that cut across customer-facing teams. It also positioned the group relationship as relevant to companies that want to connect different systems and data sources with customer engagement activity.

Client continuity

Avidly APAC said existing projects will continue without interruption. It said it will maintain service levels during the transition.

The company also said it will keep a strong regional focus. It said local delivery remains central to its model across Australia and New Zealand.

Watkins described a demand signal from clients that sits beyond software deployment.

"Our clients don't just need software. They need clarity, alignment, and execution," said Watkins.

He also linked the rebrand to the agency's end-to-end approach across the lifecycle of work.

"This change strengthens our ability to support businesses end to end, from strategy through to delivery and optimisation. We're now even better positioned to help organisations simplify complexity, connect their systems, and turn customer data into meaningful action," said Watkins.

Market demand

Avidly APAC said the move reflects changing requirements among organisations in the region. It pointed to demand for platforms that scale with growth and for approaches that connect data and customer operations.

The company said its work includes modernising operations and customer experience. It also linked its approach to commercial performance.

Avidly APAC said it plans further investment in innovation, education and delivery capacity. It connected that investment to demand for connected CRM and digital transformation services.

The firm did not disclose financial details of the rebrand or any changes to staffing levels. It also did not outline changes to ownership structure in the announcement.

The business said Avidly APAC will continue to serve organisations across Australia and New Zealand under the new name, with Watkins leading the regional operation.