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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in