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Activate Group: relaunch and recognition

Activate has been operating in Australia since 1983 and is Australia’s longest-running service organisation. Recently known as the ASMCA, the board of directors chose, in June this year, to relaunch as Activate Group Australia. The relaunch has been initiated to bring the value of the members and their teams to the fore. As an essential part of the industry, it is important that there is a clear and loud voice for members and their employees and recognition for the role that they play.

Activate as a membership-based group, employs the largest teams of merchandisers, who are essential workers in all parts of the retail industry. During Covid, these merchandisers have been a huge support to the retailers, particularly the grocery and hardware sectors. In all, there are some 25,000 outsourced casual and part-time merchandisers in these Australia-wide service teams.

Activate continually updates its outlook for the industry and keeps pace with technology, trends and store procedures. Currently, we are in regular communication with the retailers working to ensure that the protocols for vaccination, store entry, reporting and tracing are properly set for both the essential workers and the store teams. When we expand the connections out to other workplaces, the first and foremost consideration relates to restrictions and vaccinations.  ‘To-mandate or not-to-mandate’- whose role will it be?

Under the relaunch, we are lifting the available benefits for members, current and new, by providing regular contact with the heads of industry, local and international news updates, guest presenter podcast series and liaison with other industry associations.  Activate will watch and manage and act accordingly on the pain points for service providers. Members have a strong network that encompasses both fellow members and their client base, enabling the essential elements of their role to be current and consistent. In the coming months, Activate will produce an industry update sharing data not previously and openly available.

Activate also presents the prestigious Joe Berry Award, now in its 36th year. This award recognises the emerging talent across the industry and encourages our future leaders to put themselves forward. The talent pool for the industry is low and Activate will be promoting the retail industry at every turn. Part of our strategic plan is to create programs for members employees to increase their industry and leadership knowledge.

Activate is also now open to other service provider companies, such as data analysts, sector specialists and companies with in-house merchandising teams. All members receive the same level of support and information, keeping them updated on trends and changes in the industry. Contact Activate through 

For more information visit

Activate Group Australia

About the author: Keith Quigg is Activate CEO and has been involved with the organisation since 1983. He also runs the professional mentoring program, Master Mentor, for the retail industry, providing business and career advice to individuals and companies.