Image: Hypetap Managing Director Bryce Coombe & Managing Partner Shane Holmes
Credit: Hypetap

Australian influencer marketing agency Hypetap has appointed Shane Holmes as Managing Partner of its newly established Sydney office. The expansion aims to strengthen Hypetap’s national footprint and follows its international growth with the opening of a London office in 2024.

Holmes joins Hypetap from senior leadership positions at AKQA (Group Client Partner) and whiteGREY (Managing Partner), bringing expertise in digital transformation, client leadership, and strategic growth to the agency.

“I’ve long admired Hypetap’s work and the agency’s commitment to delivering measurable impact for brands,” Holmes said in a press release. “The opportunity to lead the new Sydney office and contribute to the agency’s next phase of growth is incredibly exciting.”

Bryce Coombe, Managing Director of Hypetap Australia, stated that Holmes’ appointment is “a direct response to the increasing demand from our Sydney-based clients” and that his “expertise will be invaluable as we continue to deliver exceptional results.”

Momentum Amid Regulatory Challenges

The Sydney expansion comes after Hypetap established its London presence through a strategic partnership with Bicycle London in May 2024. This collaboration created Ripple, an in-house influencer marketing division at the UK advertising agency.

Holmes’ appointment comes amid ongoing regulatory developments in Australia’s influencer marketing sector. 

The Australian Competition & Consumer Commission (ACCC) has delayed promised guidelines on influencer marketing beyond its early-2024 deadline, despite finding 81% of analyzed influencer content raised concerns under Australian Consumer Law.

The watchdog now plans to release compliance information “before the end of 2025,” with misleading or deceptive advertising in influencer marketing included in its enforcement priorities.

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