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: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Channelling climate positive design

As we enter 2020, the new decade spells infinite possibility in digital and design. Yet ironically, the biggest trend we’re facing has nothing to do to with innovative technology. It is something much more ‘down to earth’: The state of our planet. Or more specifically: Climate change.

Katja Forbes

Founder and chief, sfyte

Non-linear transformation: The internal struggle

Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).

Neil Kelly

Partner, transformation, Wunderman Thompson

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

I think some of these ideas are great. These tips will help me to improve my system. Thanks!

Henry Reid

9 Ways to Improve Your Company's CRM System

Read more

It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.

Mae Davis

7 ways small businesses can benefit from mobile apps

Read more

Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...

Andrea Foster

How to spot a ‘design-led’ versus ‘design-fed’ company

Read more

ABC web-site not easy to use/navigate. Even getting this far in sign-on to ABC My Space was problematic - it was asking for my password,...

Vee.

How the ABC used an online community to help build a movement

Read more

Thank you for your feedback, Astha! Always appreciated.

Vanessa Skye Mitchell

5 things marketers should know about data privacy in 2020

Read more

Latest Podcast

More podcasts

Sign in