Dentsu unites its Australian media brands under a singular agency model

Dentsu has today announced a simplification of its Australian media business, bringing its media brands together under one united dentsu proposition.

The move responds to what brands are increasingly asking for: clearer accountability, greater scale, and agency partners that can connect the right talent around the right brief.

The global agency brands – Carat and iProspect – will continue to be activated for global and regional clients as needed, but all local business will now be serviced as dentsu.

Rob Harvey (above right), Chief Executive Officer of dentsu ANZ, said the move was a deliberate structural shift designed to create a stronger, more connected business: “This is a confident, strategic decision, driven by a belief that a simpler, more focused business is a stronger one. Uniting our media capability under a single brand creates clearer accountability, greater scale and a more compelling proposition for clients. It’s the right structure for where dentsu is heading, and the right move for the Australian market.”

Under the new model, dentsu’s media capability will operate with a single Managing Director in each state, all reporting to Chris Ernst (above left), Chief Practice Officer, Media.

As part of this change, Richard Lehocz has been appointed as Managing Director – Media in Victoria and will oversee all dentsu’s end-to-end media services. The business will also be recruiting for a new Managing Director – Media for New South Wales. All other state leaders remain unchanged.

Ernst said the new model will create growth for its people, its partners and its wider community: “This move shapes the future of our agency and creates growth opportunities for all those who intersect with it, from our people, our partners and our industry. Under this model we will move faster, collaborate more effectively and deliver better outcomes in each market.

“We have remarkable people and capability across the business, and I’m excited to see them thrive under this new direction.”

This change is specific to the Australian market and will be implemented in a phased approach over the coming months.

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