Active International appoints UK managing director

Active International, a corporate trading business which exchanges clients’ excess inventory for media buying credits, has appointed Tony Wheble as UK managing director, with a brief to improve the image of the business.

Wheble, formerly commercial director at Flextech, will hire senior marketing and media figures and “remove the stigma and improve the reputation of corporate trade”.

Wheble’s last position was group managing director at Flextech-owned package holiday channel TV Travel Shop. The business was sold to InterActiveCorp in 2002. He has also worked at Lowe Howard-Spink and Abbott Mead Vickers. BDDO, where he handled media planning and buying for clients such as Sainsbury’s, Weetabix and Apple.

Active International, which was established 20 years ago and has operated in the UK for eight years, is the world’s tenth-largest buyer of media time and space. It processes clients’ overstocked goods in one territory and remarkets them in another, offering media credits in exchange.

In the UK, the company works with brands which include Casio, Colgate-Palmolive, Carlsberg-Tetley and Mitsubishi. Most major media agencies, and all television channels except for Channel 4, work with Active’s media credits.

Wheble says: “I would like media owners and agents to embrace a service that protects and restores marketing budgets for advertisers and generates incremental income.”

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here