Dentsu drops Mitchell moniker and rebrands to dentsu X in Australia

Global media and communication agency's refresh in Australia follows a global rebrand and positioning earlier this year

From left: Dentsu X general manager in Melbourne, Corina Cosma; MD for APAC, James Hawkins; and Dentsu Aegis Network A/NZ CEO, Simon Ryan
From left: Dentsu X general manager in Melbourne, Corina Cosma; MD for APAC, James Hawkins; and Dentsu Aegis Network A/NZ CEO, Simon Ryan

Dentsu Aegis has dropped the longstanding Mitchell name from its local business and officially launched the new-look dentsu X in the Australian market.

Dentsu X was launched earlier this year as part of a rebrand of the agency’s media business globally and is being positioned as an integrated agency network combining communication and media planning services, content creation, technology, data and behavioural insights.

As part of the local rebrand, the agency is dropping the ‘Mitchell’ name inherited via its acquisition of Aegis Group for $4.8 billion in 2012. Aegis had purchased the Mitchell Communications Group for $363 million in July 2010, retaining its founder and a pioneer of media buying in Australia, Harold Mitchell, as a board member. Mitchell retired in 2014.

Dentsu X operates in 17 markets with 29 offices and boasts of more than 100 staff in Australia.  The company said it plans to differentiate itself on five specialist capabilities: Labs, ideas, entertainment, distribution and digital. Its catchcry is ‘experience beyond exposure’.

“We are excited to announce the launch of dentsu X in Australia. We have the proud heritage of being Australia’s first media agency, and this is another great step in our journey, further linking us with the global Dentsu brand,” said Dentsu Aegis Network A/NZ CEO and acting executive director of dentsu X in Australia, Simon Ryan.

“Under the dentsu X name, our clients will continue to benefit from our knowledge of the Australian consumer, combined with the leverage of Dentsu’s considerable innovation, technology and regional client relationships across the Asia-Pacific region.”

Read more: Dentsu Aegis Network acquires Aussie data-driven agency Accordant

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on


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