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

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in