How corporate trade helps brands turn excess stock and media spend into measurable growth.
Growth from what you already have
Every business holds untapped value: stock that isn’t moving, assets that aren’t working hard enough, and media budgets that could stretch further. Active International’s corporate trade model is built to unlock it, turning those resources into profit, stronger margins and more effective advertising.
The aim goes beyond fixing a short-term problem. It is to create lasting value that businesses can build on, year after year.
Value that brings clients back
The clearest proof of the model is repeat business. Clients who experience corporate trade return for a second and third deal. One client that partnered with Active seven years ago is now on its sixth trade and has gained more than $400,000 in additional value.
That value comes from combining two strengths: a global remarketing network and significant buying power in advertising media. Together, they help businesses recover, return to profitability and restore value that would otherwise be lost.
A grocery market finding its feet
The past 12 to 18 months have been unpredictable for grocery. Early in the pandemic, panic buying emptied shelves of staples while other products piled up. Snap lockdowns and border closures disrupted supply chains, leaving major retailers struggling to rebuild stock levels. In-store and path-to-purchase media also took a hit, with campaigns moved or cancelled.
This year has brought more stability. Brands have learned to plan for potential lockdowns, the media landscape has settled, and demand is growing again.
Why corporate trade works
Corporate trade has been around for decades, and its appeal is simple: it lets businesses achieve more with the products, assets and services they already have. Its real strength is flexibility, giving brands several routes to improve their bottom line.
- Excess stock. Whether stock is already sitting in a warehouse or logistics systems forecast problems six to nine months out, Active restores value to the balance sheet instead of accepting low returns from clearance retailers. The model typically delivers a 3–4x return.
- First-line product. Clients without excess stock can also benefit. Active’s buying power turns first-line product into a strong ROI on media investment.
Collaboration at the core
The model is simple, but it works best when every stakeholder is in the room. Active’s media team, led by Head of Media Andrew Rogers, works directly with a client’s media agency, which keeps full control of strategy, planning and buying. Active’s model is built into those bookings, and its buying power creates value for everyone without disrupting the agency’s negotiations. The result is a full circle that returns value to the client.
No agency? No problem
Brands that book their own advertising can still benefit in two ways. Active’s media team can work with in-house marketing teams to show them how to access the extra value. Alternatively, clients can use Involved Media (formerly Paykel Media), the independent agency Active acquired in 2019. Involved provides strategy, planning, execution and market insight, alongside full access to Active’s trading model.
From quick fix to long-term partner
The pandemic changed how many clients manufacture, so large one-off excess stock parcels are becoming rarer. As a result, brands increasingly see Active as a long-term sales partner rather than a short-term fix. When the unexpected happens, such as an underperforming product launch or a packaging error, Active still provides a fast solution.
The results are clear and the benefits are real. For brands looking to grow, corporate trade offers a partner that enhances and complements their existing strategy, and turns untapped value into lasting results.
